FIRMANSYAH, BELLA (2023) PENGARUH FUNCTIONAL VALUE EMOTIONAL VALUE DAN SOCIAL VALUE DIMEDIASI OLEH ATTITUDE TERHADAP PURCHASE INTENTION PRODUK HALAL PADA PENJUALAN ONLINE E- COMMERCE. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The increase in the intention to buy halal products is becoming increasingly massive with the existence of E-Commerce. Through the Partial Least Square-Structural Equation Modeling (SEM-PLS) method, it can be seen which variables influence directly, indirectly or through mediation, the intention to buy halal products. The research uses primary data with a total sample of 200 respondents. The results of this study prove that by mediating attitudes, Functional Value s influence purchase intentions and social values directly influence purchase intentions. While Emotional Value has no significant positive effect on purchase intention and attitude. Keywords: Halal Products; Functional Value s; Emotional Value s; Attitude, E-Commerce Peningkatan Purchase Intention produk halal menjadi semakin massif dengan adanya E- Commerce. Melalui metode Partial Least Square-Structural Equation Modeling (SEM-PLS) dapat diketahui variable apa saja yang mempengaruhi secara langsung, tidak langsung maupun melalui mediasi terhadap Purchase Intention produk halal. Penelitian meggunakan data primer dengan jumlah sampel sebanyak 200 responden. Hasil penelitian ini membuktikan bahwa dengan mediasi Attitude , Functional Value berpengaruh terhadap Purchase Intention dan Social Value berpengaruh secara langsung terhadap Purchase Intention. Sementara Emotional Value berpengaruh positif tidak signifikan terhadap Purchase Intention dan Attitude . Kata Kunci : Produk Halal, Functional Value Emotional Value Attitude , E-commerce , Purchase Intention
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