PENGARUH PREFERENSI MEREK, PERSEPSI KUALITAS, DAN SERTIFIKAT HALAL TERHADAP NIAT BELI ULANG KFC PADA GENERASI Z

PUTRI, ALIFIA (2023) PENGARUH PREFERENSI MEREK, PERSEPSI KUALITAS, DAN SERTIFIKAT HALAL TERHADAP NIAT BELI ULANG KFC PADA GENERASI Z. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The Covid-19 pandemic that attacked Indonesia in 2020 had an impact on changes in people's consumption behavior patterns, namely prioritizing buying necessities such as food and drinks. This makes restaurant entrepreneurs increasingly aggressive in attracting consumers' attention, one of which is fast food restaurants, namely KFC. This research aims to examine the influence of brand preference, quality perception and halal certificate on the intention to repurchase KFC in generation Z. The subjects of this research are people who know and have purchased at least once at KFC. The sample used in this research was 180 respondents. The sampling technique was carried out using the purposive sampling method. By using a quantitative approach. The data analysis used is statistical analysis in the form of SEM-PLS using Smart-PLS 3.0 software. The results of this research show that Brand Preference has a positive and significant effect on Repurchase Intention, Quality Perception has a positive and significant effect on Repurchase Intention, Halal Certificate has a positive and significant effect on Repurchase Intention. Keywords: Brand Preference, Perceived Quality, Halal Certification Pandemi Covid-19 yang menyerang Indonesia pada tahun 2020, berdampak terhadap perubahan pola perilaku konsumsi masyarakat yaitu lebih memprioritaskan untuk membeli kebutuhan seperti makanan dan minuman. Hal ini membuat para pengusaha restoran semakin gencar untuk menarik perhatian konsumen, salah satunya restoran fast food yaitu KFC. Penelitian ini bertujuan untuk menguji Pengaruh Preferensi Merek, Persepsi Kualitas, dan Sertifikat Halal terhadap niat beli ulang KFC pada generasi Z. Subjek penelitian ini yaitu masyarakat yang mengetahui dan yang pernah membeli minimal 1 kali di KFC. Sampel yang digunakan dalam penelitian ini berjumlah 180 responden. Teknik pengambilan sampel dilakukan dengan metode purposive sampling. Dengan menggunakan pendekatan kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS dengan menggunakan software Smart-PLS 3.0. Hasil penelitian ini menunjukkan bahwa Preferensi Merek berpengaruh Positif dan signifikan terhadap Niat Beli Ulang, Persepsi Kualitas berpengaruh positif dan signifikan terhadap Niat Beli Ulang, Sertifikat Halal berpengaruh positif dan signifikan terhadap Niat Beli Ulang. Kata Kunci: Preferensi Merek, Persepsi Kualitas, Sertifikat Halal

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 477
Call Number: SE/31/23/501
NIM/NIDN Creators: 43119010135
Uncontrolled Keywords: Preferensi Merek, Persepsi Kualitas, Sertifikat Halal
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 121 Theory of Knowledge/Teori Pengetahuan > 121.3 Origin, Sources, Means of Knowledge/Asal, Sumber, Sarana Pengetahuan > 121.34 Perception/Persepsi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.4 Executive Management/Manajemen Eksekutif
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 05 Dec 2023 06:09
Last Modified: 05 Dec 2023 06:09
URI: http://repository.mercubuana.ac.id/id/eprint/84581

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