Fa'adia Islami Izdni, - (2024) ANALISIS KEPUTUSAN PEMBELIAN BAKMI: PENGARUH KESADARAN HALAL DAN ELECTRONIC WORD OF MOUTH : Studi Pada Restoran Bakmi Belum Bersertifikasi Halal di Wilayah Bandung Raya. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini didasari oleh fenomena maraknya olahan makanan asing yang masuk ke Indonesia namun tidak semuanya berbahan dasar produk halal. Selain itu juga, Indonesia merupakan negara dengan mayoritas umat Muslim terbanyak sehingga harus sadar akan pentingnya makanan halal dan thayyib yang akan dikonsumsi. Penelitian ini bertujuan untuk mengetahui pengaruh dari variabel tingkat kesadaran halal dan electronic word of mouth terhadap keputusan pembelian Bakmi pada Restoran Bakmi belum bersertifikasi halal di Wilayah Bandung Raya. Metode penelitian yang digunakan yakni kuantitatif dengan desain penelitian deskriptif kausalitas dan metode analisis Regresi Linear Berganda dengan alat analisis yang digunakan yaitu SPSS 22. Adapun subjek penelitian ini yaitu generasi Z beragama Islam di wilayah Bandung Raya dengan jumlah sampel sebanyak 340 responden. Hasil penelitian ini yaitu kesadaran halal tidak berpengaruh signifikan terhadap keputusan pembelian, electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian dan secara bersama-sama variabel tingkat kesadaran halal dan electronic word of mouth berpengaruh dan signifikan terhadap keputusan pembelian bakmi belum bersertifikasi halal di wilayah Bandung Raya. Implikasi penelitian ini restoran bakmi dan UMKM lainnya untuk mendaftarkan produknya agar memiliki sertifikasi halal. This research is based on the phenomenon of the rise of foreign food preparations that enter Indonesia but not all of them are based on halal products. In addition, Indonesia is a country with the largest Muslim majority so that it must be aware of the importance of halal and thayyib food to be consumed. This study aims to determine the effect of the variables of halal awareness level and electronic word of mouth on purchasing decisions for Bakmi at Bakmi restaurants that are not yet halal certified in the Greater Bandung Area. The research method used is quantitative with descriptive causality research design and Multiple Linear Regression analysis method with the analytical tool used, namely SPSS 22. The subject of this research is generation Z Muslims in the Greater Bandung area with a total sample size of 340 respondents. The results of this study are that halal awareness has no significant effect on purchasing decisions, electronic word of mouth has a positive and significant effect on purchasing decisions and together the variables of halal awareness level and electronic word of mouth have a significant effect on purchasing decisions for non-halal certified noodles in the Greater Bandung area. The implication of this research is that bakmi restaurants and other MSMEs register their products to have halal certification.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=en A Jajang W Mahri: 5993287 Ripan Hermawan: 6005860 |
| Uncontrolled Keywords: | Kesadaran Halal, Electronic Word of Mouth, Keputusan Pembelian, Bakmi Halal Awareness, Electronic Word of Mouth, Purchasing Decision, Bakmi |
| Subjects: | H Social Sciences > HF Commerce L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam |
| Depositing User: | Fa'adia Islami Izdni |
| Date Deposited: | 04 Oct 2024 01:16 |
| Last Modified: | 04 Oct 2024 01:16 |
| URI: | http://repository.upi.edu/id/eprint/126879 |
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