KEPUTUSAN PEMBELIAN TISU KERING MEREK PASEO: ANALISIS KESADARAN HALAL, PENGETAHUAN PRODUK, HARGA, DAN PROMOSI PENJUALAN: Survei pada Konsumen Tisu Paseo di Kota Bandung

Rusyda Zacky Diab, - (2024) KEPUTUSAN PEMBELIAN TISU KERING MEREK PASEO: ANALISIS KESADARAN HALAL, PENGETAHUAN PRODUK, HARGA, DAN PROMOSI PENJUALAN: Survei pada Konsumen Tisu Paseo di Kota Bandung. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: https://repository.upi.edu

Abstract

Paseo menduduki peringkat pertama top brand index, namun terjadi penurunan pada tahun 2022 dan 2023. Pertumbuhan tisu Paseo naik 25%, namun frekuensi konsumen dalam membeli tisu Paseo menurun setiap tahunnya sehingga nilai belanja tisu Paseo stagnan. Penelitian ini bertujuan untuk mengetahui tingkat kesadaran halal, pengetahuan produk, harga, dan promosi penjualan serta pengaruhnya terhadap keputusan pembelian tisu kering Paseo. Metode yang digunakan adalah metode kuantitatif dengan pendekatan deskriptif-kausalitas melalui analisis Partial Least Square-Structural Equation Modelling menggunakan software SmartPLS 4. Penelitian ini ditunjukkan kepada konsumen tisu kering Paseo di Kota Bandung, dengan jumlah sampel sebanyak 259. Hasil penelitian deskriptif menunjukkan bahwa seluruh variabel berada pada kategori tinggi. Uji hipotesis menunjukkan variabel kesadaran halal, pengetahuan produk, dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian tisu kering Paseo, namun tidak dengan variabel promosi penjualan. Implikasi dari penelitian ini adalah perusahaan perlu meningkatkan fokus dan informasi tentang sertifikasi halal pada produk, pengetahuan konsumen mengenai produk, serta mempertahankan harga yang kompetitif. Selain itu, perusahaan dapat mengalokasikan dananya dari promosi penjualan ke strategi yang lebih efektif. Paseo ranked first in the top brand index, but there was a decline in 2022 and 2023. The growth of Paseo wipes increased by 25%, but the frequency of consumers buying Paseo wipes decreased every year so that the shopping value of Paseo wipes stagnated. This study aims to determine the level of halal awareness, product knowledge, price, and sales promotion and their influence on purchasing decisions for Paseo dry wipes. The method used is a quantitative method with a descriptive-causality approach through Partial Least Square-Structural Equation Modeling analysis using SmartPLS 4 software. This research was shown to consumers of Paseo dry wipes in Bandung City, with a total sample size of 259. Descriptive research results show that all variables are in the high category. Hypothesis testing shows that the variables of halal awareness, product knowledge, and price have a positive and significant effect on purchasing decisions for Paseo dry wipes, but not the sales promotion variable. The implication of this study is that companies need to increase focus and information about halal certification on products, consumer knowledge about products, and maintain competitive prices. In addition, companies can allocate their funds from sales promotion to more effective strategies.

Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?hl=id&user=gTei94EAAAAJ&authuser=3&scilu=&scisig=ANI4uE0AAAAAZtp4tJ2yiFeqx_qtgcYClGmsBw0&gmla=AC6lMd9oyAZa7Ef8KoDAYe98wyrNCYU9ruGTvaPpyCoBkIq5Sr5H-jJerRRs5ItcFp6YEeP08qrydFoxNcaYYve1Qd8-cGYJsH0PfcD5R0DqAmJODVfwn7XvwRI&sciund=8090553940383046847 ID SINTA Dosen Pembimbing: Hilda Monoarfa: 6150134 Ripan Hermawan: 6005860
Uncontrolled Keywords: Kesadaran Halal, Promosi Penjualan, Harga, Pengetahuan Produk, Perilaku Konsumen Halal Awareness, Sales Promotion, Price, Product Knowledge, Consumer Behaviour
Subjects: B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc
H Social Sciences > HF Commerce
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam
Depositing User: Rusyda Zacky Diab
Date Deposited: 08 Sep 2024 00:04
Last Modified: 08 Sep 2024 00:04
URI: http://repository.upi.edu/id/eprint/123424

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