Pengaruh Religious Belief, Halal logo, dan Halal Product Knowledge Terhadap Purchase Intention yang dimediasi Halal Awareness (Studi pada konsumen produk minuman franchise di Malang)

Anggraeny, Wanda Puspita (2020) Pengaruh Religious Belief, Halal logo, dan Halal Product Knowledge Terhadap Purchase Intention yang dimediasi Halal Awareness (Studi pada konsumen produk minuman franchise di Malang). Magister thesis, Universitas Brawijaya.

Abstract

Perkembangan bisnis franchise saat ini sangat pesat. Meningkatnya peredaran produk minuman baik lokal maupun import di kalangan masyarakat belum tentu memberikan rasa aman, nyaman dan layak dikonsumsi oleh konsumen muslim karena syariat Islam mewajibkan kepada umat Islam untuk mengkonsumsi minuman yang halal. Tujuan dari penelitian ini adalah untuk menyelidiki pengaruh sikap konsumen terhadap purchase intention. Sikap konsumen yang diteliti terkait dengan keyakinan agama, logo halal, pengetahuan produk halal dan kesadaran halal. Data didasarkan pada 189 sampel yang valid untuk menguji secara empiris model penelitian menggunakan pendekatan Partial Least Square (PLS). Hasil hipotesis yang diajukan yaitu religious belief, halal awareness berpengaruh secara signifikan terhadap purchase intention. Halal logo dan halal product knowledge berpengaruh signifikan terhdap purchase intention. Halal awareness diharapkan mampu menjadi mediasi pada hubungan antar variabel. Hasil empiris ini diharapkan memberikan ide pengetahuan baru yang subtansial di bidang pemasaran terutama konsep konsumsi produk halal.

English Abstract

Franchise business nowadays is rapidly growing. The increasing number of local and imported beverage products is not necessarily followed by improvement in their safety, particularly for Muslims, who are required by the sharia to only consume halal products. The objective of this study is to investigate the effect of consumer‟s attitude on purchase intention. The attitudes studied in this study are religious belief, halal logo, halal product knowledge, and halal awareness. The data was obtained from 189 valid samples and used to empirically assess the research model using Partial Least Squares (PLS). This study finds that religious belief and halal awareness significantly affect purchase intention, and halal logo and halal product knowledge also significantly affect purchase intention. Furthermore, halal awareness is expected to mediate the relations between variables. The empiric results are expected to provide new essential knowledge in marketing, particularly the concept of halal product consumption.

Other obstract

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Item Type:	Thesis (Magister)
Identification Number:	0420020057
Uncontrolled Keywords:	Keyakinan Agama, Logo Halal, Pengetahuan Produk Halal, Niat Pembelian, Kesadaran Halal, Religious Belief, Halal Logo, Halal Product Knowledge, Purchase Intention, Halal Awareness
Subjects:	600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior
Divisions:	S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User:	Nur Cholis
Date Deposited:	09 Feb 2021 16:32
Last Modified:	11 Dec 2023 02:37
URI:	http://repository.ub.ac.id/id/eprint/182749

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