PENGARUH LABEL HALAL DAN RELIGIUSITAS TERHADAP KEPUTUSAN PEMBELIAN DENGAN SIKAP MEREK SEBAGAI VARIABEL MEDIASI PRODUK MIXUE

Usholekah, Siti Niza (2023) PENGARUH LABEL HALAL DAN RELIGIUSITAS TERHADAP KEPUTUSAN PEMBELIAN DENGAN SIKAP MEREK SEBAGAI VARIABEL MEDIASI PRODUK MIXUE. S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Tujuan dari penelitian ini adalah untuk memahami sejauh mana label halal dan tingkat religiusitas mempengaruhi sikap merek dan keputusan pembelian produk Mixue di Indonesia. Penelitian ini menggunakan metode kuantitatif, mengumpulkan data dari 185responden melalui survei daring. Penelitian ini bertujuan untuk mengevaluasi pengaruh label halal dan tingkat religiusitas terhadap keputusan pembelian produk Mixue, dengan sikap merek sebagai variabel mediasi. Analisis data dilakukan dengan metode Partial Least Square. Temuan utama menunjukkan bahwa label halal dan religiusitas berpengaruh positif dan signifikan terhadap sikap merek dan keputusan pembelian produk Mixue. Selain itu, sikap merek juga terbukti berfungsi sebagai mediator yang signifikan dalam hubungan ini. Berdasarkan hasil ini, disarankan bagi Mixue untuk mempertahankan dan mempromosikan label halal mereka serta meningkatkan komunikasi terkait aspek religiusitas dalam strategi pemasaran mereka. The aim of this study is to understand the extent to which halal labeling and levels of religiosity influence brand attitude and purchasing decisions for Mixue products in Indonesia. This research employs a quantitative methodology, gathering data from 185 respondents through online surveys. The study seeks to evaluate the impact of halal labels and levels of religiosity on the purchasing decisions of Mixue products, with brand attitude serving as a mediating variable. Data analysis is conducted using the Partial Least Square method. The main findings indicate that halal labels and religiosity have a positive and significant impact on brand attitude and purchasing decisions of Mixue products. Moreover, brand attitude also proves to be a significant mediator in this relationship. Based on these results, it is recommended for Mixue to maintain and promote their halal labels, as well as to enhance communication related to religious aspects in their marketing strategy."

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