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.
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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.
| 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 |
Available Versions of this Item
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ANALISIS PENGARUH BRAND AWARENESS DAN PROMOTION
TERHADAP KEPUTUSAN PEMBELIAN DENGAN HALAL AWARENESS SEBAGAI VARIABEL MODERASI
(STUDI PADA KONSUMEN KOPI KENANGAN SE-INDONESIA). (deposited UNSPECIFIED)
- ANALISIS PENGARUH BRAND AWARENESS DAN PROMOTION TERHADAP KEPUTUSAN PEMBELIAN DENGAN HALAL AWARENESS SEBAGAI VARIABEL MODERASI (STUDI PADA KONSUMEN KOPI KENANGAN SE-INDONESIA). (deposited 27 Jan 2022 02:23) [Currently Displayed]
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