WIJAYANTI, JATI (2024) NIAT BELI PRODUK ASURANSI SYARIAH MELALUI PROMOSI BRAND AWARENESS DAN RELIGIUSITAS DENGAN SIKAP SEBAGAI FAKTOR MEDIASI. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine and explain the effect of promotion, brand awareness, and religiosity on the purchase intention of Sharia insurance, mediated by attitude. This type of research is a quantitative approach. The study used primary data with a sample of 256 respondents. The sampling technique used is purposive sampling. The data collection methode was online questionnaire. The approach used in this study is the Structural Equation Model (SEM) with Smart PLS 3.3.9 is utilized as the analytical tool. The result show that among the five variables – brand awareness on attitude, promotion on purchase intention, promotion on attitude, religiosity on attitude, and attitude on purchase intention have a positive and significant influence. However, religiosity not to significantly impact to purchase intention towards Sharia insurance products. Additionally, concerning mediating factors, attitude is observed to partially mediate the relationship between brand awareness and purchase intention. Keywords: Promotion, Brand Awareness, Religiosity, Attitude and Purchase Intention. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh promosi, brand awareness dan religiusitas terhadap minat beli asuransi syariah dengan sikap sebagai mediasi. Jenis penelitian ini adalah pendekatan kuantitatif. Penelitian menggunakan data primer dengan jumlah sampel sebanyak 256 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Metode pengumpulan data yang digunakan adalah kuisoner online. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart PLS 3.3.9. Hasil penelitian menunjukkan bahwa dari kelima variabel diantaranya brand awareness terhadap sikap, promosi terhadap niat beli, promosi terhadap sikap, religiusitas terhadap sikap dan sikap terhadap niat beli yang berpengaruh positif dan signifikan. Sedangkan religiusitas tidak berpengaruh secara positif signifikan terhadap niat beli masyarakat terhadap produk asuransi syariah. Kemudian jika dilihat dari faktor mediasi maka faktor sikap akan memediasi secara parsial hubungan antara brand awareness terhadap minat beli. Kata kunci: Promosi, Brand Awareness, Sikap, Religiusitas dan Niat Beli.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CD/551. 24 056 |
| Call Number: | TM/51/24/048 |
| NIM/NIDN Creators: | 55122110097 |
| Uncontrolled Keywords: | Promosi, Brand Awareness, Sikap, Religiusitas dan Niat Beli. |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 170 Ethics, Moral Philosophy/Etika, Filsafat Moral > 171 Ethical Systems/Sistem Etika > 171.2 Intuition, Moral Sense, Reason/Intuisi, Sikap Moral, Alasan 200 Religion/Agama > 200. Religion/Agama > 201 Religious Mythology/Mitos Keagamaan, Mitos Agama > 201.7 Attitudes of Religions Toward Social Issues/Sikap Agama terhadap Isu-isu Sosial 300 Social Science/Ilmu-ilmu Sosial > 360 Social Problems and Services/Permasalahan dan Kesejahteraan Sosial > 368 Insurance/Asuransi > 368.9 Insurance by Specific Localities/Asuransi di Lokasi Tertentu |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 31 Aug 2024 03:52 |
| Last Modified: | 31 Aug 2024 03:52 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/90954 |
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