ANALISIS PENGARUH HALAL AWARENESS DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN MINUMAN CHATIME

Yurdik Gema Madani, - (2020) ANALISIS PENGARUH HALAL AWARENESS DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN MINUMAN CHATIME. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini didasarkan pada fenomena masalah yaitu penduduk Indonesia merupakan mayoritas muslim, respons positif masyarakat terhadap produk yang belum memiliki label halal (Chatime) sangat signifikan, pertumbuhan dari Januari 2018 hingga Desember 2018. Rendahnya awareness masyarakat terhadap produk makanan dan minuman yang memiliki label halal menjadi latar belakang masalah pada penelitian ini. Tujuan penelitian ini untuk mengidentifikasi pengaruh halal awareness dan brand awareness terhadap keputusan pembelian minuman Chatime. Jumlah sampel yang digunakan sebanyak 106 responden konsumen minuman Chatime di Jawa Barat. Penelitian ini menggunakan analisis regresi linier berganda untuk mengidentifikasi halal awareness dan brand awareness terhadap keputusan pembelian. Hasil penelitian ini menunjukkan bahwa halal awareness berpengaruh secara signifikan dengan arah yang positif, variabel brand awareness berpengaruh secara signifikan dengan arah positif dan keduanya berpengaruh secara simultan. Penelitian ini diharapkan mampu memberikan manfaat bagi masyarakat untuk meningkatkan kesadaran halal dalam menentukan pembelian produk makanan atau minuman. Kata Kunci: Halal awareness, Brand Awareness, Keputusan Pembelian, Chatime. Yurdik Gema Madani (1603419). "The Effect of Halal Awareness and Brand Awareness on the Chatime Beverage Purchase Decision". Pembimbing I: Dr. Hilda Monoarfa, M.Sc., Pembimbing II: Dr. Juliana, M.E.Sy. ABSTRACT This research is based on the phenomenon of the problem that the population of Indonesia is a Muslim majority, the positive response of the community to products that do not have a halal label (Chatime) is very significant, growth from January 2018 to December 2018. The low public awareness of food and beverage products have halal labels become the background of the problem in this study. The purpose of this study was to identify the effect of halal awareness and brand awareness on the decision to purchase Chatime drinks. The number of samples used was 106 respondents’ consumers of Chatime drinks in West Java. This study uses multiple linear regression analysis to identify halal awareness and brand awareness of purchasing decisions. The results of this study indicate that halal awareness significantly influences the positive direction, brand awareness variable significantly influences the positive direction, and both affect simultaneously. This research is expected to provide benefits for the community to increase halal awareness in determining the purchase of food or beverage products. Keywords: Halal Awareness, Brand Awareness, Purchase Decision, Chatime

Item Type:	Thesis (S1)
Additional Information:	No Panggil : S EKI YUR a-2020; NIM : 1603419
Uncontrolled Keywords:	Halal Awareness, Brand Awareness, Keputusan Pembelian, Chatime
Subjects:	H Social Sciences > HC Economic History and Conditions L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam
Depositing User:	Yurdik Gema Madani
Date Deposited:	14 Sep 2020 08:52
Last Modified:	14 Sep 2020 08:52
URI:	http://repository.upi.edu/id/eprint/53197

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