Devinda Irfani, - (2020) ANALISIS DAMPAK KESADARAN HALAL TERHADAP LOYALITAS KONSUMEN WAROENG STEAK AND SHAKE DENGAN RELIGIOSITAS SEBAGAI VARIABEL INTERVENING. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
ABSTRAK Persaingan ketat dalam dunia bisnis saat ini semakin berkembang. Persaingan ini memicu upaya perusahaan dalam meningkatkan loyalitas konsumen agar tidak ter gerus oleh persaingan. Loyalitas dapat diperoleh melalui komitmen perusahaan dalam menjamin kehalalan produknya. Hal ini disebabkan karena saat ini banyak konsumen yang menerapkan nilai-nilai religi dalam perilaku konsumsi dan sadar mengenai urgensi sertifikat/label halal. Sehingga penelitian ini bertujuan untuk menguji pengaruh kesadaran halal terhadap loyalitas konsumen melalui religiositas sebagai variabel intervening. Metode yang digunakan dalam penelitian ini adalah metode kausalitas dengan pendekatan kuantitatif. Teknik pengambilan sampel yang digunakan adalah teknik Quota sampling dengan menentukan jumlah sample sebanyak 200 responden guna mewakili populasi konsumen Waroeng Steak and Shake. Penelitian ini dianalisis menggunakan analisis jalur (Path Analysis) dan menunjukkan hasil bahwa kesadaran halal dan religiositas berpengaruh langsung secara positif dan signifikan terhadap loyalitas. Religiositas mempengaruhi hubungan tidak langsung antara variabel kesadaran halal dan loyalitas konsumen. Kata Kunci : Kesadaran Halal, Religiositas, Loyalitas Konsumen. ABSTRACT Today's intense competition in the business world is growing along with increasingly diverse consumer demands. This competition triggers the company's efforts to increase consumer loyalty so as not be eroded by competition. Loyalty can be obtained through the company's commitment to ensuring the halalness of its products. This study aims to examine the effect of halal awareness on consumer loyalty through religiosity as an intervening variable. The method used in this research is the method of causality with a quantitative approach. The sampling technique used was the quota sampling technique by determining a sample size of 200 respondents to represent the Waroeng Steak and Shake consumer population. The results of this study were processed and analyzed using path analysis and showed that halal awareness had a positive and significant direct effect on religiosity. Religiosity also has a positive and significant direct effect on consumer loyalty and mediates the indirect influence between the variables of halal awareness and consumer loyalty. Keywords: Halal Awareness, Religiosity, Consumer Loyalty.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Halal Awareness, Religiosity, Consumer Loyalty |
| Subjects: | B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc H Social Sciences > HB Economic Theory L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam |
| Depositing User: | Devinda Irfani |
| Date Deposited: | 25 Sep 2020 01:38 |
| Last Modified: | 25 Sep 2020 01:38 |
| URI: | http://repository.upi.edu/id/eprint/54311 |
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