Fauzia, Diah Retno Sufi (2018) Pengaruh Religiusitas, Sertifikasi Halal, Bahan Produk terhadap Minat Beli dan Keputusan Pembelian (Survei pada Gen-M Konsumen Cadbury Dairy Milk di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Tujuan dalam penelitian ini untuk menguji pengaruh Religiusitas, Sertifikasi Halal dan Bahan Produk terhadap Minat Beli, serta menguji pengaruh Minat Beli terhadap Keputusan Pembelian. Jenis penelitian ini adalah penelitian explanatory, variabel penelitian ini yaitu Religiusitas, Sertifikasi Halal, Bahan Produk sebagai variabel bebas dan Minat Beli sebagai variabel terikat, selanjutnya Minat Beli sebagai variabel bebas dan Keputusan Pembelian sebagai variabel terikat. Populasi dan sampel dalam penelitian ini yaitu 116 orang responden Gen-M (Generasi Muslim) berusia 24-28 tahun yang tinggal di Kota Malang. Metode analisis data dengan menggunkan regresi berganda dan sederhana. Hasil penelitian menunjukkan bahwa 1)Variabel Religiusitas berpengaruh tidak signifikan terhadap Minat Beli, 2)Variabel Sertifikasi Halal berpengaruh signifikan terhadap Minat Beli, 3)Variabel Bahan Produk berpengaruh signifikan terhadap Minat Beli, 4)Variabel Minat Beli berpengaruh signifikan terhadap Keputusan Pembelian. Saran praktis yang dapat diberikan pada penelitian ini adalah perusahaan diharapkan selalu memperhatikan pembaharuan Sertifikasi Halal secara berkala karena segmen Gen-M (Generasi Muslim) dari aspek religiusitas sangat mempercayai anjuran Allah SWT untuk mengonsumsi makanan halal sangat mendominasi jawaban yang diberikan oleh responden, sehingga logo halal yang telah dimiliki oleh produk Cadbury Dairy Milk harus diperbaharui dan diperhatikan karena menjadi hal penting yang mempengaruhi pertimbangan konsumen untuk membeli. Keaslian logo halal harus selalu diupayakan oleh perusahaan agar tidak menimbulkan kecurigaan konsumen. Bahan produk yang terkandung dalam coklat Cadbury Dairy Milk dianggap konsumen sudah mampu mencerminkan kualitas produk coklat Cadbury Dairy Milk yang baik sehingga perusahaan perlu mempertahankan informasi komposisi yang terkandung dalam kemasan Cadbury Dairy Milk selain itu perusahaan perlu menghindari bahan produk yang asing bagi konsumen agar konsumen tetap loyal. Lebih lanjut Perusahaan harus tetap menjaga rasa dan tekstur otentik Cadbury Dairy Milk karena disukai konsumen serta perusahaan perlu membuat tampilan baru pada artikel sehingga mampu menarik perhatian konsumen. Saran praktis bagi pemerintah yaitu diharapkan pemerintah mempertimbangkan kebijakan untuk memberikan sanksi tegas kepada perusahaan yang tidak memperbaharui sertifikasi halal secara berkala.
English Abstract
The purpose of this study was to examine the influence of Religiosity, Halal Certification, Product Ingredients toward Purchase Intention, then examined the influence of Purchase Intention toward Purchase Decision. The type of this study was explanatory research, this research’s variables were Religiosity, Halal Certification, Product Ingredients as independent variables and Purchase Intention as dependent variable. Then Purchase Intention as independent variable and Purchase Intention as dependent variable. Population and sample in this study were 116 Gen-M (Muslim Generation) age 24-28 years old who domiciled in Malang. Methods of analysis in this study were multiple and simple regression. The results of this study indicated that 1) Religiosity had affect but not significant toward Purchase Intention, 2) Halal Certification had significant affect toward Purchase, 3) Product Ingredients had significant affect toward Purchase Intention, and 4) Purchase Intention had significant affect toward Purchase Decision. Suggestions and recommendations that could be given in this study were the company hoped always gave attention in renewal their Halal Certification periodically because Gen-M (Muslim Generation) segment in religiosity aspect believed that suggestion from Allah SWT to consume halal foods dominate respondent’s answer, so halal label which Cadbury Dairy Milk had, had to renewal because it would be important to influence customers purchase decision. The originality of halal label ought to have endeavored by the company so that consumer wasn’t suspicious. Consumer thought that Product Ingredients in Cadbury Dairy Milk had been reflected good quality of this product. So, the company had to maintain Product Ingredients information in Cadbury Dairy Milk. On the other hand, the company had to avoided unfamiliar product ingredients so that consumer be a loyal consumer. Then consumer liked the teste and texture of Cadbury Dairy Milk, in this case, the company had to keep the authentic taste and texture of Cadbury Dairy Milk which liked by customer. Then the company needed to make new concept of their article so it could interested in consumer attention. Last, practice suggestion for the government was hoped consider to make the wisdom to give punishment for the company which not renewal their halal certification periodically.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/1137/051900966 |
| Uncontrolled Keywords: | Religiusitas, Sertifikasi Halal, Bahan Produk, Minat Beli, Keputusan Pembelian, Gen-M (Generasi Muslim).-Religiosity, Halal Certification, Product Ingredients, Purchase Intention, Purchase Decision, Gen-M (Muslim Generation) |
| Subjects: | 200 Religion > 297 Islam, Babism, Bahai Faith > 297.4 Sufism (Islamic mysticism) |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 02 Oct 2019 01:44 |
| Last Modified: | 25 Oct 2021 04:28 |
| URI: | http://repository.ub.ac.id/id/eprint/165515 |
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