Abbellya Zhalsa Mouriene Pratomo, - (2023) KEPUTUSAN KONSUMEN NON MUSLIM MEMBELI PRODUK KOPITIAM HALAL DI INDONESIA: Analisis Pengaruh Kesadaran Halal, Tingkat Harga, dan Tingkat Promosi Dengan Citra Merek Sebagai Mediator. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Terdapat fenomena menarik dalam perilaku konsumen non muslim secara global yang menunjukkan ketertarikan terhadap makanan dan minuman halal. Sayangnya, di Indonesia, riset mengenai pasar, segmentasi, dan preferensi konsumen terkait hal ini masih terbatas. Konsumen Non Muslim memiliki potensi sebagai konsumen makanan halal, didukung oleh pertumbuhan industri halal di seluruh dunia, termasuk di negara-negara dengan minoritas Muslim. Salah satu sektor yang menonjol adalah industri kopi, termasuk kopitiam. Meskipun kopitiam sering diidentikkan dengan ketidakhalalan, Killiney Kopitiam, sebagai pengecualian, mengutamakan sertifikasi halal di semua gerainya. Penelitian ini bertujuan untuk melihat gambaran serta pengaruh dari kesadaran halal, tingkat harga, dan tingkat promosi dengan citra merek sebagai mediasi terhadap keputusan konsumen non muslim untuk membeli produk kopitiam halal. Metode yang digunakan dalam penelitian ini adalah metode deskriptif kuantitatif dengan metode Structural Equation Modeling-Partial Least Square (SEM-PLS). Alat analisis yang digunakan adalah SmartPLS. Populasi yang digunakan pada penelitian ini merupakan masyarakat Indonesia beragama non muslim yang pernah melakukan pembelian di Killiney Kopitiam Indonesia. Jumlah sampel yang digunakan yaitu 304 responden, dengan menggunakan purposive sampling. Hasil dari penelitian ini menunjukkan pengaruh dan signifikansi dari variabel tingkat harga, tingkat promosi dan citra merek terhadap keputusan konsumen non muslim namun tidak dengan variabel kesadaran halal. Hasil temuan lain yaitu, citra merek mampu memediasi seluruh variabel terhadap keputusan konsumen non muslim. Implikasi dari penelitian ini adalah bahwa kesadaran halal, tingkat harga, tingkat promosi, dan citra merek memainkan peran begitu penting terhadap keputusan konsumen non muslim membeli produk kopitiam halal. There is an intriguing phenomenon in the global behavior of non-Muslim consumers, indicating an interest in halal food. Unfortunately, in Indonesia, research on the market, segmentation, and consumer preferences in this regard is still limited. Non-Muslim consumers have the potential to be consumers of halal food, supported by the growth of the halal industry worldwide, including in countries with Muslim minorities. One prominent sector is the coffee industry, including kopitiams. Although kopitiams are often associated with non-halal practices, Killiney Kopitiam stands out as an exception, prioritizing halal certification across all its outlets. This study aims to examine the overview and influence of halal awareness, price levels, and promotion level, with brand image as a mediator, on the decision of non-Muslim consumers to purchase halal kopitiam products. The research methodology employed is a quantitative descriptive approach using Structural Equation Modeling-Partial Least Square (SEM-PLS) as the analysis method, with SmartPLS as the analytical tool. The population studied consists of non-Muslim Indonesians who have made purchases at Killiney Kopitiam Indonesia. The sample size comprises 304 respondents, selected through purposive sampling. The findings underscore the significant influence of price levels, promotion level, and brand image on non-Muslim consumers' decisions, although halal awareness did not show a similar effect. Notably, brand image effectively mediates all variables, emphasizing its pivotal role in influencing the decisions of non-Muslim consumers. This study emphasizes the critical roles of halal awareness, price levels, promotional efforts, and brand image in shaping the decisions of non-Muslim consumers when buying halal kopitiam products.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing: Juliana: 6649754 Rida Rosida: 5994703 |
| Uncontrolled Keywords: | Industri Halal, Non Muslim, Kopitiam, Keputusan Pembelian, Kesadaran Halal, Tingkat Harga, Tingkat Promosi, Citra Merek Halal Industry, Non Muslim, Kopitiam, Purchase Decision, Halal Awareness, Price Level, Promotion Level, Brand Image |
| Subjects: | B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam |
| Depositing User: | Abbellya Zhalsa Mouriene Pratomo |
| Date Deposited: | 28 Feb 2024 07:41 |
| Last Modified: | 28 Feb 2024 07:41 |
| URI: | http://repository.upi.edu/id/eprint/115697 |
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