PUTRI, MEGA AMELIA (2024) PENGARUH LABEL HALAL, KUALITAS PRODUK DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP NIAT BELI PRODUK SARIAYU PADA GENERASI Z. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to determine the influence of the Halal Label, Product Quality and Electronic Word of Mouth (E-WOM) on Purchase Intentions for Sariayu products in Jabodetabek. The type of research used in this research is quantitative and the research method used is causal analysis. This research method was carried out by analysis using Partial Least Square (Smart-PLS) software version 4.1.0.2 with a sample of 119 respondents using a sampling method using purposive sampling. The results of this research show that the Halal Label has a positive but not significant effect on Purchase Intention, Product Quality has a positive and significant influence on Purchase Intention and Electronic Word of Mouth (EWOM) has a positive and significant influence on Purchase Intention Penelitian ini bertujuan untuk mengetahui pengaruh Label Halal, Kualitas Produk dan Electronic Word of Mouth (E-WOM) terhadap Niat Beli produk Sariayu di Jabodetabek. Jenis penelitian yang digunakan dalam penelitian ini adalah kuantitatif dan metode penelitian yang digunakan adalah analisis kausal. Metode penelitian ini dilakukan dengan analisis memakai software Partial Least Square (Smart-PLS) versi 4.1.0.2 dengan sampel yang digunakan sebanyak 119 responden dengan metode pengambilan sample menggunakan purposive sampling. Hasil penelitian ini menunjukkan bahwa Label Halal berpengaruh positif namun tidak signifikan dterhadap Niat Beli, Kualitas Produk berpengaruh positif dan signifikan terhadap Niat Beli dan Electronic Word of Mouth (EWOM) berpengaruh positif dan signifikan terhadap Niat Beli
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 24 464 |
| NIM/NIDN Creators: | 43120010402 |
| Uncontrolled Keywords: | Label Halal, Kualitas Produk, Electronic Word of Mouth dan Niat Beli. |
| 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 > 658.6 Quality Management/Manajemen Kualitas 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | AFIFAH SALMA RAMADINA |
| Date Deposited: | 11 Oct 2024 07:58 |
| Last Modified: | 11 Oct 2024 07:58 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/92445 |
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