Zulfa, Fikro Indana (2019) Pengaruh Label Halal, Kualitas Makanan Dan Kualitas Layanan Terhadap Keputusan Pembelian Dan Kepuasan Konsumen (Studi Konsumen Quick Chicken Di Kota Pasuruan). Sarjana thesis, Universitas Brawijaya.
Abstract
Mayoritas penduduk Indonesia beragama Islam. Hal tersebut menyebabkan sangat wajar jika pangan halal menjadi isu menarik dikaji dan diperbincangkan. Makanan dan minuman tercatat sebagai salah satu potensi bisnis dengan tingkat pertumbuhan yang tinggi. Salah satu sektor yang berkembang saat ini adalah makanan cepat saji. Makanan cepat saji (fast food) mudah dikemas, disajikan, dan praktis. Seiring dengan meningkatnya jumlah rumah makancepat saji di Kota Pasuruan, tingkat persaingan juga semakin meningkat dan konsumen semakin selektif. Berbagai merek makanan cepat saji muncul salah satunya merek Quick Chicken. Meskipun secara fisik restoran cepat saji terlihat sama dan menarik, namun sepi pengunjung. Oleh sebab itu, pemilik usaha atau restoran Quick Chicken dituntut untuk mempertahankan label halal, kualitas makanan dan kualitas layanan yang menjadi pertimbangan masyarakatsaat membeli. Penelitian ini bertujuan untuk mengetahui pengaruh dari variabel label halal, kualitas makanan dan kualitas layanan terhadap keputusan pembelian dan kepuasan konsumen. Metode yang digunakan adalah Partial Least Square (PLS) dengan responden sebanyak 100 orangyang pernah mengkonsumsi produk Quick Chicken selama enam bulan terakhir. Hasil penelitian menunjukkan bahwa variabellabel halal tidak berpengaruh terhadap keputusan pembelian dan kepuasan konsumen, sementara variabel kualitas makanandan kualitas layanan berpengaruh signifikan terhadap keputusan pembelian dan kepuasan konsumen pada restoran Quick Chicken. Indikator yang berpengaruh terhadap variabel label halal yaitu perspektifviii konsumen terhadap label halal, pada kualitas makanan indikator kesegaran makanan memiliki pengaruh tertinggi dan pada kualitas layananpenampilan fisik seperti kemudahan tempat parkir restoran merupakan indikator yang memiliki pengaruh tinggi
English Abstract
The majority of the population of Indonesia is Muslim. This makes it very reasonable if halal becomes an interesting issue to be studied and discussed. Food and beverages contain one of the potential businesses with high growth rates. One sector that is currently developing is fast food. Fast food is easy to serve, serve and practical. More than just the number of fast food restaurants in the city of Pasuruan, the level of competition is also increasing and consumers are increasingly selective. Various fast food brands appear, one of which is the Quick Chicken brand. Even so, fast-food physical restaurants look the same and interesting, but visitors are quiet. Therefore, business owners or Quick Chicken restaurants are required to maintain halal labels, food quality and service quality that are considered by the public when buying. This study discusses the label halal variables, food quality and service quality on purchasing decisions and customer satisfaction. The method used is Partial Least Square (PLS) with as many as 100 respondents who have consumed Quick Chicken products for the past six months. The results showed that the halal label variable did not conflict with purchasing decisions and customer satisfaction, while the variables of food quality and service quality significantly affected purchasing decisions and customer satisfaction in Quick Chicken restaurants. Indicators that influence the halal label label, namely the consumer's perspective on halal labels, on food quality indicators of food freshness have the highest influence and on the quality of physical appearance services such as the convenience of restaurant parking spaces are indicators that have a high influence
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2019/362/052002539 |
| Uncontrolled Keywords: | Keputusan Pembelian, Kepuasan Konsumen, QuickChicken, Purchase Decisions, Consumer Satisfaction,Quick Chicken |
| 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 Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 10 Aug 2020 07:27 |
| Last Modified: | 22 Oct 2021 00:53 |
| URI: | http://repository.ub.ac.id/id/eprint/180053 |
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