TREN PERILAKU KONSUMTIF SEBELUM DAN SESUDAH ADANYA PRODUK BERLABEL HALAL PADA MAHASISWA PENDIDIKAN IPS UPI

Nur Azizah, - (2024) TREN PERILAKU KONSUMTIF SEBELUM DAN SESUDAH ADANYA PRODUK BERLABEL HALAL PADA MAHASISWA PENDIDIKAN IPS UPI. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Kecanggihan teknologi saat ini memberikan kemudahan bagi masyarakat untuk melakukan konsumsi terutama dengan munculnya e-commerce dan media sosial sehingga muncul tren perilaku konsumtif pada kalangan mahasiswa. Perilaku konsumtif ini dilatarbelakangi oleh tiga indikator, yaitu implusive buying, wasteful buying dan non-rational buying. Dalam melakukan tren perilaku konsumtif tentunya ada hal yang harus diperhatikan sebelum mengkonsumsinya, yaitu label halal pada produk. Penelitian ini bertujuan untuk menganalisis tren perilaku konsumtif sebelum dan sesudah serta menganalisis perbedaan perilaku konsumtif mahasiswa Pendidikan IPS UPI antara sebelum dan sesudah adanya produk berlabel halal. Penelitian ini bersifat kuantitatif dengan metode kausal komparatif yang dirancang khusus untuk mengukur tingkat perbedaan perilaku konsumtif sebelum dan sesudah adanya produk berlabel halal pada mahasiswa. Peneliti menyebarkan kuesioner yang berisi 44 butir pernyataan 129 mahasiswa Pendidikan IPS UPI dengan teknik pengambilan sampel yang digunakan peneliti adalah non-probability sampling- purposive sampling. Berdasarkan data yang diperoleh tingkat perilaku konsumtif mahasiswa Pendidikan IPS UPI antara sebelum dan sesudah adanya produk berlabel halal ada perbedaan. Produk yang sudah memiliki label halal memiliki nilai peminat lebih tinggi dibanding produk yang belum memiliki label halal. Perbedaan tersebut dikarenakan mayoritas beragama Islam sehingga adanya label halal menjadi faktor utama dalam mengkonsumsi suatu produk dibanding iklan promosi, harga yang terjangkau, produk yang viral dan akses pembelian yang mudah. Current technological sophistication makes it easy for people to consume, especially with the emergence of e-commerce and social media, so there is a trend of consumptive behavior among students. This consumptive behavior is motivated by three indicators, namely implusive buying, wasteful buying and non-rational buying. In carrying out consumptive behavior trends, of course, some things must be considered before consuming them, namely the halal label on the product. This study aims to analyze trends in consumptive behavior before and after and analyze differences in consumptive behavior of UPI Social Studies Education students between before and after the existence of halal-labeled products. This research is quantitative with a comparative causal method specifically designed to measure the level of difference in consumptive behavior before and after the existence of halal labeled products in students. Researchers distributed a questionnaire containing 44 statement items to 129 UPI Social Studies Education students the sampling technique used by researchers was non-probability sampling - purposive sampling. Based on the data obtained the level of consumptive behavior of social studies education students UPI between before and after the existence of halal-labeled products there is difference. Products that already have a halal label have a higher interest value than products that do not have a halal label. This difference is because the majority are Muslims so the existence of a halal label is a major factor in consuming a product compared to promotional advertisements, affordable prices, viral products and easy access to purchases.

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing: Dadang Sundawa: 5990764 Faqih Samlawi: 5994693
Uncontrolled Keywords:	Perilaku Konsumtif, Labelisasi Halal, Produk Halal Consumptive Behavior, Halal Labeling, Halal Products
Subjects:	B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > HN Social history and conditions. Social problems. Social reform L Education > LB Theory and practice of education > LB1603 Secondary Education. High schools
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Pendidikan IPS
Depositing User:	Nur Azizah
Date Deposited:	17 Jul 2024 07:20
Last Modified:	17 Jul 2024 07:20
URI:	http://repository.upi.edu/id/eprint/119108

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