Kusumastuti, Nastiti Putri Ayu (2019) Analisis Pengaruh Logo Halal Dan Dimensi Kualitas Produk Terhadap Keputusan Pembelian Konsumen (Studi Kasus Di Sentra Industri Keripik Tempe Sanan, Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Populasi muslim di Asia saat ini mencapai angka 1 miliyar. Sejalan tingginya populasi muslim tersebut, permintaan pangan halal meningkat pesat. Salah satu bentuk usaha untuk memenuhi permintaan pangan konsumen muslim ialah UKM. Sentra industri Sanan di Kota Malang memproduksi produk berupa keripik tempe. Beberapa produk keripik tempe telah mencantumkan logo halal pada kemasan, adapula yang belum mencantumkan. Secara umum dalam membeli suatu produk, konsumen muslim memiliki sikap positif terhadap produk berlabel halal. Selain itu, kualitas produk juga mempengaruhi keputusan pembelian. Karena itu, perlu dilakukan penelitian untuk mengetahui pengaruh logo halal dan dimensi kualitas produk terhadap keputusan pembelian konsumen pada UKM yang tersertifikasi halal dan belum tersertifikasi halal. Variabel penelitian ini adalah logo halal (X1), performance (X2), conformance (X3), durability (X4), aesthetics (X5), dan keputusan pembelian (Y). Data diambil melalui kuisoner ke konsumen keripik tempe di Sanan. Data dianalisis menggunakan metode Partial Least Square (PLS). Hasil analisis menunjukkan bahwa keripik tempe yang tersertifikasi halal, variabel durability tidak memiliki pengaruh signifikan terhadap keputusan pembelian konsumen. Variabel yang menunjukkan pengaruh signifikan terhadap keputusan pembelian konsumen ialah logo halal, performance, conformance, dan aesthetics. Pada keripik tempe yang belum tersertifikasi halal, variabel durability dan aesthetics tidak berpengaruh signifikan. Variabel yang berpengaruh signifikan ialah logo halal, performance, dan conformance. Perbaikan untuk UKM antara lain melakukan sertifikasi halal bagi yangvii belum memiliki logo halal resmi, melakukan inovasi kemasan agar lebih menarik, serta mempromosikan produknya. Pada penelitian ini, nilai R-square yang didapat keripik tempe tersertifikasi halal sebesar 0,265 dan belum tersertifikasi halal sebesar 0,471, oleh karena itu perlu penelitian lebih lanjut variabel lain yang diduga dapat mempengaruhi keputusan pembelian konsumen, seperti harga, waktu pembelian dan lokasi pembelian.
English Abstract
Muslim population in Asia currently reaches 1 billion. In line with the high Muslim population, the demand for halal food is increasing rapidly. One form of business to meet Muslim consumers' food demand is UKM. Sanan industrial center in Malang City produces products in the form of tempe chips. Some tempe chips products have printed a halal logo on the packaging, those that have not been included. In general, in buying a product, Muslim consumers have a positive attitude towards products labeled as halal. In addition, product quality also influences purchasing decisions. Therefore, research needs to be conducted to determine the effect of the halal logo and product quality dimensions on consumer purchasing decisions on SMEs that are halal certified and not yet halal certified. The variables of this study are the halal logo (X1), performance (X2), conformance (X3), durability (X4), aesthetics (X5), and purchasing decisions (Y). Data is taken through a questionnaire to consumers of tempe chips in Sanan. Data were analyzed using the Partial Least Square (PLS) method. The analysis shows that tempe chips are halal certified, durability variable has no significant influence on consumer purchasing decisions. Variables that show a significant influence on consumer purchasing decisions are the halal logo, performance, conformance, and aesthetics. In tempe chips that have not been halal certified, durability and aesthetics variables have no significant effect. The variables which have significant influence are the halal logo, performance, and conformance. Improvements for SMEs include halal certification for those who do not yet have an official halal logo, innovating packaging to make it more attractive, and promoting their products. In thisix study, the R-square value obtained by halal certified tempe chips is 0.265 and not halal certified by 0.471, therefore it is necessary to further research other variables that are suspected to influence consumer purchasing decisions, such as price, time of purchase and location of purchase.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2019/289/052002302 |
| Uncontrolled Keywords: | Dimensi Kualitas Produk, Keputusan Pembelian, Keripik Tempe, Logo Halal, Dimensions of Product Quality, Halal Logo, Purchase Decisions, Tempe Chips |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 10 Aug 2020 06:46 |
| Last Modified: | 21 Oct 2021 07:29 |
| URI: | http://repository.ub.ac.id/id/eprint/180495 |
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