Pengaruh Religiositas, Sertifikat Halal, Kesadaran Halal, Terhadap Intensi Pembelian Dengan Sikap Sebagai Variabel Mediasi (Studi Pada Holland Bakery)

Widad, Sarah (2024) Pengaruh Religiositas, Sertifikat Halal, Kesadaran Halal, Terhadap Intensi Pembelian Dengan Sikap Sebagai Variabel Mediasi (Studi Pada Holland Bakery). S2 thesis, Universitas Mercu Buana - Menteng.

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Abstract

This study aims to analyze religiosity, halal awareness and halal certificates on purchasing intention with attitude as a mediating variable. The population of this study are consumers who have never bought Holland Bakery products located in DKI Jakarta, Jawa Barat, Jawa Tengah and its surroundings with a sample size of 130 respondents. The questionnaire was distributed via social media. The data analysis method uses SEM-PLS (Partial Least Square) with the Smart PLS 3.0 program. The results showed that religiosity has a positive and significant effect on purchasing intentions, halal awareness has a positive and significant effect on purchasing intentions, halal certificates have a positive and significant effect on purchasing intentions, religiosity has a positive and significant effect on halal awareness. There is also a positive and significant effect of attitudes that can mediate religiosity and halal awareness variables on purchasing intentions at Holland Bakery. With the majority of Indonesia's population being Muslim, the level of halal awareness and religiosity plays an important role in Muslims in determining their intention to buy food supported by a halal certificate as a guarantee that the food is halal Penelitian ini bertujuan untuk menguji religiositas, kesadaran halal dan sertifikat halal terhadap intensi pembelian dengan sikap sebagai variabel mediasi. Populasi dari penelitian ini adalah konsumen yang belum pernah membeli produk Holland Bakery yang berlokasi di DKI Jakarta, Jawa Barat, Jawa Tengah dan daerah lainnya dengan ukuran sampel sebanyak 130 responden. Kuesioner di distribusukan melalui media sosial. Metode analisis data menggunakan SEM-PLS (Partial Least Square) dengan program Smart PLS 3.0. Hasil penelitian menunjukkan bahwa religiositas berpengaruh positif dan siginifikan terhadap intensi pembelian, kesadaran halal berpengaruh positif dan siginifikan terhadap intensi pembelian, sertifikat halal berpengaruh positif dan siginifikan terhadap intensi pembelian, religiositas berpengaruh positif dan siginifikan terhadap kesadaran halal. Terdapat juga pengaruh positif dan signifikan dari sikap yang mampu memediasi variabel religiositas dan kesadaran halal terhadap intensi pembelian pada Holland Bakery. Dengan mayoritas penduduk Indonesia bergama Islam tingkat kesadaran halal dan religiositas berperan penting pada umat Islam dalam menentukan niat membeli makanan dengan didukung adanya sertifikat halal sebagai jaminan makanan sudah halal.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55121110108
Uncontrolled Keywords: halal awarness, religiosity, halal certification, attitude, purchase intention kesadaran halal, religiositas, sertifikat halal, sikap, intensi pembelian
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
Divisions: Pascasarjana > Magister Manajemen
Depositing User: ANISA DESI SAFITRI
Date Deposited: 28 Feb 2024 04:25
Last Modified: 28 Feb 2024 04:25
URI: http://repository.mercubuana.ac.id/id/eprint/86620

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