ANALISIS KEPUTUSAN PEMBELIAN BAKMI: PENGARUH KESADARAN HALAL DAN ELECTRONIC WORD OF MOUTH : Studi Pada Restoran Bakmi Belum Bersertifikasi Halal di Wilayah Bandung Raya

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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	Text S_EKI_2000991_Chapter2.pdf Restricted to Staf Perpustakaan Download (445kB)
	Text S_EKI_2000991_Chapter3.pdf Download (365kB)
	Text S_EKI_2000991_Chapter4.pdf Restricted to Staf Perpustakaan Download (675kB)
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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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