Preferensi Menjaring Pangsa Pasar Produk Halal di Era 5.0 Melalui Model UTAUT-3 Pada UMKM Kota Lhokseumawe

Abstract

Era 5.0 is one of the economic turmoil that is often discussed because it emphasizes aspects of human and
technology collaboration, especially in the midst of the rise of the global halal industry. So it is important for economic actors
including MSMEs in Lhokseumawe City to understand consumer behavior in using halal products driven by digital
innovation. The purpose of this study seeks to find a new model in the development of MSMEs and identify a number of
important factors that influence the increase in MSME market share through empirical testing using the Unified Theory of
Acceptance and Use of Technology (UTAUT-3). The research uses a mixed method with sequential explanatory techniques.
The research population is all MSME players registered at the Lhokseumawe City BUMN House, totaling 350 MSME
players. Considering the accuracy of the information and the accuracy of the intended informants, the research sample was
selected using purposive sampling technique so that 70 research respondents were obtained. Quantitative data were collected
through questionnaires, while qualitative data were obtained through observation, interviews, and documentation.
Observation was carried out by examining directly to the field both to the place of business actors and to the Lhokseumawe
City BUMN House. The documentation was sourced from various references ranging from books, articles, online news, and
reports. Interviews were conducted with a number of informants including halal admins and assistants at the Lhokseumawe
City BUMN House, as well as 5 MSME players. Quantitative data analysis was carried out using the Partial Least Squares
Structural Equation Modeling (PLS-SEM) statistical test using SmartPLS software version 4.0. The qualitative data analysis
was studied using triangulation techniques and continued with the Analytical Network Process (ANP) method. Qualitative
analysis is carried out in order to strengthen the research findings obtained quantitatively while providing a clearer picture of
the research results. The research findings show that all independent variables including performance expectations, business
expectations, social, facilitating conditions, hedonic motivation, price value, habits, and personal innovation have a
significant positive effect on behavioral intentions to use QRIS. This finding identifies that to achieve optimal business rates,
product innovation and the use of digital technology are needed more intensively and thoroughly. It is important to have
government policies and programs related to the development and support for MSMEs in using technology and promoting
halal products in a wider market. The research contributions can be a source of strategic guidance for MSME players and
stakeholders in utilizing technology effectively to capture market share for halal products in the 5.0 era.