ANALISIS PENGARUH BRAND AWARENESS DAN PROMOTION TERHADAP KEPUTUSAN PEMBELIAN DENGAN HALAL AWARENESS SEBAGAI VARIABEL MODERASI (STUDI PADA KONSUMEN KOPI KENANGAN SE-INDONESIA)

Muhammad Faiz Daffa, - (2021) ANALISIS PENGARUH BRAND AWARENESS DAN PROMOTION TERHADAP KEPUTUSAN PEMBELIAN DENGAN HALAL AWARENESS SEBAGAI VARIABEL MODERASI (STUDI PADA KONSUMEN KOPI KENANGAN SE-INDONESIA). S1 thesis, Universitas Pendidikan Indonesia.

Abstract

The coffee shop business in Indonesia continues to grow, becoming an emerging
business that appears like mushrooms in the rainy season. This can be seen in the
last three years the number of coffee shops in Indonesia has significantly increased.
Over time, the concept of a coffee shop appeared in various forms. One of them,
namely the Grab and Go concept, is a concept that adapts to the habits of people
who now prefer to order something and then continue to do other activities. One of
the coffee shops that composes the Grab and Go concept is Kopi Kenangan where
Kopi Kenangan is the main originator which has a halal certificate. This study aims
to show the factors that determine Muslim consumers in making decisions to
purchase Kopi Kenangan in Indonesia. In particular, this study will examine the
effect of brand awareness and promotion on the decision to purchase memory coffee
with halal awareness as a moderating variable. The research method used is
descriptive quantitative with descriptive causality design. Respondents in this study
were Kopi Kenangan consumers with a total sample of 243. The data analysis
techniques used were descriptive statistical analysis techniques and structural
equation modeling-partial least square (SEM-PLS) with the help of the SmartPLS
3.3.3 application. The results showed that the brand awareness and promotion
variables had a significant effect on purchasing decisions. While the halal
awareness variable does not moderate the effect of brand awareness but moderates
promotion on the purchasing decision of Kopi Kenangan. Based on the research
findings, the role of halal assurance institutions in the field of f&b is very much
needed in optimizing halal certification in order to ensure safety in consuming food
or beverages. In addition, business actors are also expected to increase awareness
of the halalness of a product that can convince and encourage Muslim consumers
to make coffee purchasing decisions in Indonesia.

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Item Type:	Thesis (S1)
Uncontrolled Keywords:	halal awareness, brand awareness, promotion, coffee
Subjects:	H Social Sciences > HB Economic Theory L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam
Depositing User:	Muhammad Faiz Daffa
Date Deposited:	27 Jan 2022 02:23
Last Modified:	27 Jan 2022 02:23
URI:	http://repository.upi.edu/id/eprint/70589

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