Chairunnisa, Saskya (2021) "Pengaruh Brand Awareness, Perceived Price, Dan Halal Label Terhadap Purchase Decision (Studi Pada Konsumen Snack Impor Di Snackwood.Id Kota Malang)". Sarjana thesis, Universitas Brawijaya.
Abstract
"Perkembangan impor di Indonesia setiap tahunnya mengalami peningkatan. Salah satunya perkembangan impor berdasarkan barang konsumsi, khususnya makanan dan minuman olahan untuk rumah tangga. Peningkatan permintaan barang impor konsumsi menjadi salah satu bukti gaya hidup baru masyarakat Indonesia, bahwa makanan atau minuman impor sudah tidak asing bagi mereka. Beberapa faktor yang dipertimbangkan dalam mengonsumsi snack impor antara lain brand awareness, perceived price, dan halal label. Oleh karena itu, penelitian ini bertujuan untuk mengetahui pengaruh brand awareness, perceived price, dan halal label terhadap purchase decision snack impor di Snackwood.id Kota Malang. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antara variabel penelitian melalui pengujian hipotesis. Populasi dalam penelitian ini adalah konsumen snack impor Snackwood.id di Kota Malang dengan teknik pengambilan sampel yang digunakan adalah non-probabilitas sampel. Sampel yang digunakan sebanyak 144 responden, yang diperoleh dengan teknik purposive sampling dengan karakteristik konsumen yang berumur lebih dari 17 tahun, melakukan pembelian minimal satu kali dan berdomisili di Kota Malang. Instrumen penelitian yang digunakan adalah kuesioner yang telah diuji validitas dan reliabilitasnya yang kemudian diuji dengan menggunakan regresi linier berganda melalui perangkat lunak SPSS versi 25. Berdasarkan hasil pengujian data dari tiga hipotesis, disimpulkan bahwa variabel brand awareness, perceived price dan halal label berpengaruh secara positif dan signifikan dalam membangun keputusan pembelian snack impor di Snackwood.id Kota Malang.
English Abstract
The development of imports in Indonesia every year has increased. One of them is the development of imports based on consumer goods, especially processed foods and beverages for households. The increasing demand for imported consumer goods is one proof of the new lifestyle of Indonesian people, that imported food or beverages are familiar to them. Some factors considered in consuming imported snacks include brand awareness, perceived price, and halal label. Therefore, this study aims to find out the influence of brand awareness, perceived price, and halal label on purchase decision snack imports in Snackwood.id Malang. This type of research is explanatory research that explains the causal relationship between research variables through hypothesis testing. The population in this study is consumers of imported snacks Snackwood.id in Malang with sampling techniques used are non-probability samples. The sample used by 144 respondents, obtained by purposive sampling technique with consumer characteristics that are more than 17 years old, made a purchase at least once and domiciled in Malang. The research instruments used are questionnaires that have been tested for validity and reliability which are then tested using multiple linear regressions through SPSS version 25 software. Based on the results of testing data from three hypotheses, it was concluded that the variables of brand awareness, perceived price and halal label have a positive and significant effect in building the decision to purchase imported snacks in Snackwood.id Malang
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052102 |
| Uncontrolled Keywords: | Kesadaran Merek, Persepsi Harga, Label Halal, Keputusan Pembelian", Brand Awareness, Perceived Price, Halal Lable, Purchase Decision |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username rizky |
| Date Deposited: | 23 Oct 2021 13:33 |
| Last Modified: | 23 Feb 2022 02:21 |
| URI: | http://repository.ub.ac.id/id/eprint/185652 |
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Text (DALAM MASA EMBARGO)
SKRIPSI_FEB_SASKYA CHAIRUNNISA_175020201111004 - Saskya Chairunnisa.pdf Restricted to Registered users only until 31 December 2023. Download (2MB) |
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