Abdulloh Syahril Mubarok, - (2023) ANALISIS DETERMINAN MINAT PEMBELIAN ULANG PRODUK MIXUE ICE CREAM & TEA PASCA HALAL : Studi pada Generasi Z Konsumen Mixue Ice Cream & Tea di Jawa Barat. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini bertujuan untuk menganalisis minat pembelian ulang produk Mixue Ice Cream & Tea dengan menggunakan variabel kesadaran halal, harga, citra merek, electronic word of mouth dan kepuasan konsumen sebagai variabel intervening. Penelitian ini menggunakan metode deskriptif kuantitatif, adapun teknik analasis yang digunakan adalah Structural Equation Modeling-Partial Least Square- (SEM-PLS) dengan sampel generasi Z konsumen Mixue Ice Cream & Tea di Jawa Barat sebanyak 228 responden dengan menyebar kuesioner berupa google form dan disebarkan di media sosial. Hasil penelitian menunjukkan bahwa kesadaran halal, harga dan citra merek tidak berpengaruh dan tidak signifikan terhadap minat pembelian ulang produk Mixue, sedangkan electronic word of mouth dan kepuasan konsumen berpengaruh positif dan signifikan terhadap minat pembelian ulang produk Mixue. Adapun pengujian variabel mediasi menunjukkan kepuasan konsumen mampu memediasi kesadaran halal, citra merek dan electronic word of mouth terhadap minat pembelian ulang produk Mixue, tapi kepuasan konsumen tidak mampu memediasi harga terhadap minat pembelian ulang produk Mixue. : This study aims to analyze the intention to repurchase Mixue Ice Cream & Tea products by using halal awareness, price, brand image , electronic word of mouth and consumer satisfaction as intervening variables . This research uses a quantitative descriptive method, while the analysis technique used is Structural Equation Modeling-Partial Least Square- (SEM-PLS) with a sample of Z generation Mixue Ice Cream & Tea consumers in West Java as many as 228 respondents by distributing questionnaires in the form of google forms and distributed on social media. The results showed that halal awareness , price and brand image had no effect and were not significant on the intention to repurchase Mixue products, while electronic word of mouth and consumer satisfaction had a positive and significant effect on the intention to repurchase Mixue products. The mediation variable test shows that consumer satisfaction is able to mediate halal awareness , brand image and electronic word of mouth on the intention to repurchase Mixue products, but consumer satisfaction is not able to mediate price on the intention to repurchase Mixue products.
| Item Type: | Thesis (S1) |
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| Additional Information: | SINTA ID : 6649754 SINTA ID : 6682473 |
| Uncontrolled Keywords: | Minat Pembelian Ulang, Kesadaran Halal, Harga, Citra Merek, Electronic Word of Mouth, Kepuasan Konsumen, Mixue Ice Cream & Tea; Repurchase Intention, Halal Awareness , Price, Brand Image , Consumer Satisfaction |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam |
| Depositing User: | Abdulloh Syahril Mubarok |
| Date Deposited: | 10 Oct 2023 03:12 |
| Last Modified: | 10 Oct 2023 03:12 |
| URI: | http://repository.upi.edu/id/eprint/109846 |
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