Ravena Safa Maura, - (2023) PENGARUH PERSEPSI KONSUMEN MUSLIM DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KULINER HALAL DI KAWASAN WISATA ODEON KAMPOENG NAGA KOTA SUKABUMI. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini memiliki tujuan untuk mengidentifikasi bagaimana pengaruh persepsi konsumen muslim dan harga terhadap keputusan pembelian kuliner halal di Kawasan Wisata Odeon Kampung Naga. Variabel bebas (X1) yaitu persepsi konsumen muslim yang memiliki empat indikator yakni Persepsi mengkonsumsi produk kuliner sesuai dengan kebutuhan islami, persepsi menolak produk kuliner yang mengandung zat haram, persepsi menolak produk kuliner yang merugikan diri sendiri dan orang lain, serta persepsi mardhatillah. Kemudian variabel bebas (X2) yaitu harga yang memiliki lima indikator yakni harga yang sesuai dengan manfaat, persepsi harga dan manfaat, harga barang terjangkau, persaingan harga, kesesuaian harga dengan manfaat. Sedangkan variabel terikat (Y) pada penelitian ini adalah keputusan pembelian dengan lima indikator yakni pengenalan kebutuhan, pencarian informasi, evaluasi alternatif, keputusan pembelian, dan perilaku pasca pembelian. Metode penelitian yang digunakan adalah metode kuantitatif dengan analisis deskriptif dan verifikatif. Sampel yang digunakan berjumlah 100 responden yang beragama muslim dan pernah membeli produk kuliner di Kawasan Wisata Odeon Kampung Naga. Teknik pengolahan data menggunakan bantuan SPSS version 26 melalui uji validitas dan reliabilitas, uji asumsi klasik, uji korelasi serta analisis regresi linear berganda dengan uji f (simultan), dan uji t (parsial). Hasil penelitian menunjukan secara simultan persepsi konsumen muslim dan harga memiliki pengaruh yang signifikan terhadap keputusan pembelian. Hasil secara parsial menunjukkan bahwa persepsi konsmen muslim memiliki pengaruh yang positif dan signifikan, sedangkan harga memiliki pengaruh yang positif tetapi tidak signifikan terhadap keputusan pembelian. This study aims to determine how the influence of Muslim consumer perceptions and prices on halal culinary purchasing decisions in the Odeon Tourism Area of Kampung Naga. The independent variable (X1) is the perception of Muslim consumers which has four indicators, namely the perception of consuming culinary products in accordance with Islamic needs, the perception of rejecting culinary products that contain haram substances, the perception of rejecting culinary products that endanger oneself and others, and the perception of mardhatillah. Then the independent variable (X2) is the price which has five indicators, namely price in accordance with benefits, perception of price and benefits, affordable item prices, price competition, and price compatibility with benefits. Meanwhile, the dependent variable (Y) in this study is purchasing decisions with five indicators, namely need recognition, information search, alternative evaluation, purchase decisions, and post-purchase behavior. The research method used is a quantitative method with descriptive and verification analysis. The sample used amounted to 100 respondents who were Muslim and had bought culinary products in the Odeon Kampung Naga Tourism Area. Data processing techniques using SPSS version 26 assistance through validity and reliability tests, classical assumption tests, correlation tests, and multiple linear regression analysis with the f-test (simultaneous), and t-test (partial). The results showed that simultaneously the perception of Muslim consumers and price has a significant influence on purchasing decisions. Partial results showed that Muslim consumer perceptions has a positive and significant influence, while the price has a positive but insignificant influence on purchasing decisions.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?user=LJ-nrL4AAAAJ&hl=id SINTA ID: 6039392 SINTA ID: 6147665 |
| Uncontrolled Keywords: | Perilaku Konsumen, Persepsi Konsumen Muslim, Manajemen Pemasaran, Harga, Keputusan Pembelian Consumer Behavior, Perceptions of Muslim Consumers, Marketing Management, Price, Purchase Decision |
| Subjects: | B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc H Social Sciences > HF Commerce L Education > L Education (General) |
| Depositing User: | Ravena Safa Maura |
| Date Deposited: | 24 Aug 2023 13:30 |
| Last Modified: | 24 Aug 2023 13:30 |
| URI: | http://repository.upi.edu/id/eprint/98575 |
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