TANZELA, SALSADILA SANDRA (2025) PENGARUH RELIGIOSITAS, PENGETAHUAN HALAL, KESADARAN HALAL, KESADARAN MEREK DAN SIKAP TERHADAP INTENSI PEMBELIAN (Studi Pada Pelanggan Toko Kopi Tuku). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (363kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 BAB 1.pdf Restricted to Registered users only Download (260kB) |
|
|
Text (BAB II)
03 BAB 2.pdf Restricted to Registered users only Download (351kB) |
|
|
Text (BAB III)
04 BAB 3.pdf Restricted to Registered users only Download (306kB) |
|
|
Text (BAB IV)
05 BAB 4.pdf Restricted to Registered users only Download (537kB) |
|
|
Text (BAB V)
06 BAB 5.pdf Restricted to Registered users only Download (143kB) |
|
|
Text (DAFTAR PUSTAKA)
07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (217kB) |
|
|
Text (LAMPIRAN)
08 LAMPIRAN.pdf Restricted to Registered users only Download (836kB) |
Abstract
This study aims to examine the effect of religiosity, halal knowledge, halal awareness, brand awareness, and attitudes on consumer purchase intention at Toko Kopi Tuku. A quantitative approach was used to test the hypothesis by collecting data through questionnaires distributed online. A total of 185 customer of Toko Kopi Tuku respondents participated and the collected data were further analyzed. Respondent characteristics data were processed using SPSS 23. In addition, questionnaire data processing was carried out using structural equation modeling with a partial least square (SEM-PLS) approach through the help of the SmartPLS 4.0 application as a data processing tool. The results showed that religiosity has no significant effect on purchase intention and halal knowledge has no significant effect on purchase intention. Interestingly, halal awareness actually shows a negative but significant influence on purchase intention. Meanwhile, brand awareness is proven to have a positive and significant influence on purchase intention. On the other hand, consumer attitudes also have a positive and significant effect on purchase intention. This finding indicates that although religious values and halal knowledge are important, consumers tend to consider brand image and their personal attitudes more in making purchase decisions, especially in the context of beverage products such as coffee. Keywords: Religiosity, Halal Knowledge, Halal Awareness, Brand Awareness, Attitude, Purchase Intentions. Penelitian ini bertujuan untuk menguji pengaruh religiositas, pengetahuan halal, kesadaran halal, kesadaran merek, dan sikap terhadap intensi pembelian konsumen di Toko Kopi Tuku. Pendekatan kuantitatif digunakan untuk menguji hipotesis dengan pengumpulan data melalui kuesioner yang disebarkan secara daring. Sebanyak 185 responden pelanggan Kopi Tuku berpartisipasi dan data yang terkumpul dilakukan analisis lebih lanjut. Data karakteristik responden diolah menggunakan SPSS 23. Selain itu, pengolahan data kuesioner dilakukan menggunakan structural equation modeling dengan pendekatan partial least square (SEM-PLS) melalui bantuan aplikasi SmartPLS 4.0 sebagai alat pengolahan data. Hasil penelitian menunjukkan bahwa religiositas tidak berpengaruh signifikan terhadap intensi pembelian dan pengetahuan halal tidak berpengaruh signifikan terhadap intensi pembelian. Menariknya, kesadaran halal justru menunjukkan pengaruh negatif namun signifikan terhadap intensi pembelian. Sementara itu, kesadaran merek terbukti memiliki pengaruh positif dan signifikan terhadap intensi pembelian. Di sisi lain, sikap konsumen juga berpengaruh positif dan signifikan terhadap intensi pembelian. Temuan ini mengindikasikan bahwa meskipun nilainilai keagamaan dan pengetahuan halal penting, konsumen cenderung lebih mempertimbangkan citra merek dan sikap pribadi mereka dalam mengambil keputusan pembelian, khususnya dalam konteks produk minuman seperti kopi. Kata kunci: Religiositas, Pengetahuan Halal, Kesadaran Halal, Kesadaran Merek, Sikap, Intensi Pembelian.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 25 141 |
| NIM/NIDN Creators: | 43121010008 |
| Uncontrolled Keywords: | Religiositas, Pengetahuan Halal, Kesadaran Halal, Kesadaran Merek, Sikap, Intensi Pembelian. |
| Subjects: | 200 Religion/Agama > 200. Religion/Agama > 200.1-200.9 Standars Subdivision of Religion/ Subdivisi Standar dari Agama > 200.1 Systems, Value, Scientific Principles, Psychology of Religion/Sistem-sistem dalam Agama, Nilai-nilai dalam Agama, Prinsip Ilmu Pengetahuan dalam Agama, Psikologi Agama 700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.69 Labels and Match Covers/Label |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 16 Jul 2025 07:26 |
| Last Modified: | 16 Jul 2025 07:26 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/96100 |
Actions (login required)
 |
View Item |
