MINAT BELI ULANG PRODUK BREADTALK BERDASARKAN KESADARAN HALAL, KEPUASAN PELANGGAN, DAN CITRA MEREK

Hanna Syahidah, - (2022) MINAT BELI ULANG PRODUK BREADTALK BERDASARKAN KESADARAN HALAL, KEPUASAN PELANGGAN, DAN CITRA MEREK. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Kewajiban sertifikasi halal merupakan salah satu upaya pemerintah dalam memberikan jaminan kepada masyarakat Muslim dalam kegiatan konsumsi. Namun, masih banyak perusahaan makanan yang belum bersertifikat halal. Bahkan, masyarakat kerap melakukan pembelian ulang pada produk-produk tersebut. Penelitian ini bertujuan untuk melihat gambaran serta pengaruh dari tingkat kesadaran halal, tingkat kepuasan pelanggan, dan tingkat citra merek terhadap minat beli ulang konsumen pada produk BreadTalk. Metode penelitian yang digunakan adalah kuantitatif dengan menggunakan metode Structural Equation Modeling-Partial Least Square (SEM-PLS) dengan aplikasi SmartPLS. Adapun responden dalam penelitian ini merupakan konsumen BreadTalk di Indonesia yang berjumlah 190 orang. Hasil penelitian menunjukkan bahwa tingkat kesadaran halal, tingkat kepuasan pelanggan, tingkat citra merek, dan tingkat minat beli ulang berada pada kategori tinggi. Selain itu, variabel kepuasan pelanggan dan citra merek berpengaruh positif dan signifikan terhadap minat beli ulang konsumen. Sedangkan variabel kesadaran halal tidak memiliki pengaruh terhadap minat beli ulang konsumen. Penelitian ini diharapkan mampu memberikan manfaat bagi berbagai pihak dalam meningkatkan pemahaman masyarakat muslim mengenai makanan halal sehingga dapat berkontribusi dalam strategi pengembangan minat beli ulang di Indonesia. The obligation of halal certification is one of the government's efforts in providing guarantees to the Muslim community in consumption activities. However, there are still many food companies that have not been halal certified. In fact, people often repurchase these products. This study aims to see the description and influence of the level of halal awareness, level of customer satisfaction, and level of brand image on consumer repurchase intention in BreadTalk products. The research method used was quantitative using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method with the SmartPLS application. The respondents in this study were BreadTalk consumers in Indonesia, amounting to 190 people. The results showed that the level of halal awareness, level of customer satisfaction, level of brand image, and level of repurchase intention were in the high category. In addition, the variables of customer satisfaction and brand image had a positive and significant effect on consumers' repurchase intention. The halal awareness variable had no influence on consumers' repurchase intention. This research is expected to provide benefits for various parties in increasing the understanding of the Muslim community about halal food so that it can contribute to the strategy of developing repurchase intention in Indonesia.

Item Type:	Thesis (S1)
Additional Information:	ID Sinta Dosen Pembimbing: 1.HILDA MONOARFA 6150134 2.FITRANTY ADIRESTUTY 6682473
Uncontrolled Keywords:	Kesadaran Halal, Kepuasan Pelanggan, Citra Merek, Minat Beli Ulang, BreadTalk
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam
Depositing User:	Hanna Syahidah
Date Deposited:	20 Sep 2022 07:18
Last Modified:	20 Sep 2022 07:18
URI:	http://repository.upi.edu/id/eprint/81298

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