Pengaruh Persepsi Label Halal terhadap Brand Image dan Keputusan Pembelian (Survey pada Konsumen Restoran Yoshinoya Mall Malang Townsquare Kota Malang)

Irfan, Muhammad (2019) Pengaruh Persepsi Label Halal terhadap Brand Image dan Keputusan Pembelian (Survey pada Konsumen Restoran Yoshinoya Mall Malang Townsquare Kota Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk (1) menjelaskan pengaruh Persepsi Label Halal terhadap Brand Image (2) menjelaskan pengaruh Persepsi Label Halal terhadap Keputusan Pembelian (3) menjelaskan pengaruh Brand Image terhadap Keputusan Pembelian (4) menjelaskan pengaruh antara Variabel Persepsi Label Halal terhadap Keputusan Pembelian melalui Brand Image. Jenis penelitian yang digunakan adalah explanatory dengan pendekatan kuantitatif. Variabel penelitian ini meliputi Persepsi Label Halal, Brand Image, dan Keputusan Pembelian. Populasi dalam penelitian ini adalah Konsumen Restoran Yoshinoya Mall Malang Townsquare Kota Malang dengan usia minimal 18 tahun yang berdomisili Kota Malang. Sampel yang digunakan dalam penelitian ini sebanyak 113 responden yang diambil dengan menggunakan purpossive sampling dan metode pengumpulan data menggunakan angket atau kuesioner. Analisis data yang digunakan adalah analisis statistik deskriptif dan analisis Jalur (Path Analysis). Data pada penelitian ini diolah menggunakan SPSS 25 for Windows. Hasil uji Path Analysis menunjukkan bahwa variabel Persepsi Label Halal (X) berpengaruh signifikan terhadap Brand Image (Y1), Variabel Persepsi Label Halal (X) berpengaruh signifikan terhadap Keputusan Pembelian (Y2), Variabel Brand Image (Y1) berpengaruh signifikan terhadap Keputusan Pembelian (Y2), Variabel Persepsi Label Halal (X) berpengaruh terhadap Keputusan Pembelian (Y2) melalui Brand Image (Y1) sebagai variabel Intervening.

English Abstract

The purpose of this study was to (1) explain the effect of Halal Label Perception to Brand Image (2) explain the effect of Halal Label Perception to Purchasing Decision (3) explain the effect of Brand Image to Purchasing Decision (4) explain the effect of Halal Label Perception to Purchasing Decision through Brand Image. The type of research was used in this research is explanatory with a quantitative approach. The research variables of this study were Halal Label Perception, Brand Image, and Purchasing Decision. The population in this research were consumer of Yoshinoya Restaurant in Mall Malang Townsquare with a minimum age of 18 who live in Malang City. The sample used in this study was 113 respondents taken using purposive sampling and the method of data collection using a questionnaire. The data analysis used was descriptive statistical analysis and path analysis. The data in this study were processed using SPSS 25 for Windows. The result of path analysis show that Halal Label Perception (X) have a significant effect to Brand Image (Y1), Halal Label Perception (X) have a significant effect to Purchasing Decision (Y2), Brand Image (Y1) have a significant effect to Purchasing Decision (Y2), and the effect between Halal Labeling (X) to Purchasing Decision (Y2) through Brand Image (Y1).

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2019/549/051906801
Uncontrolled Keywords: Persepsi Label Halal, Brand Image, Keputusan Pembelian-Halal Label Perception, Brand Image, Purchasing Decision
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: soegeng sugeng
Date Deposited: 10 Aug 2020 06:36
Last Modified: 21 Oct 2021 05:07
URI: http://repository.ub.ac.id/id/eprint/172640
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