SUNDANI KUSMANA, PANJI (2023) PENGARUH SERTFIKASI HALAL, RELIGIUSITAS, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the effect of halal certification, religiosity, brand image and price on purchasing decisions for Mixue Kaligandu products. The population in this study were Mixue Kaligandu Ice Cream customers in a certain period (2022-2023) who live in Serang District and took a sample of 105 respondents with certain criteria. The data collection method in this study used questionnaire tools distributed via google form and sampling techniques using non-probability sampling techniques, namely purposive sampling. Data analysis in this study uses validity, reliability, normality, multicollinearity, heteroscedasticity, multiple linear regression analysis, partial test (t test), simultaneous test (f test) and multiple linear regression determination coefficient test. The results of multiple linear regression analysis in this study obtained the equation Y = 5.788 + 0.042X1 + 0.048X2 + 0.325X3 + 0.534X4 + e and R Square of 0.422 or 42% which is the contribution value of the independent variable to the dependent variable. Partial test results in this study indicate that: 1) Halal certification has no significant effect partially on purchasing decisions because it has a t-count value < t-table, 0.458 < 1.984 and a significance value of 0.648> 0.05. 2) Religiosity has no significant effect partially on purchasing decisions because it has a t-count value < t-table, 0.591 < 1.984 and a significance value of 0.556> 0.05. 3) Brand image has a partially significant effect on purchasing decisions because it has a t-count> t-table, 2.627> 1.984 and a significance value of 0.010 <0.05. 4) Price has a partially significant effect on purchasing decisions because it has a t-count> t-table, 5.491> 1.984 and a significance value of 0.000 <0.05. The results of the simultaneous test in this study show the value of f-count> f-table, 18.258> 2.462, which means that halal certification, religiosity, brand image and price have a significant effect on purchasing decisions on Mixue Ice Cream products in the people of Serang District.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh dari sertifikasi halal, religiusitas, citra merek dan harga terhadap keputusan pembelian produk Mixue Kaligandu. Populasi dalam penelitian ini adalah pelanggan Es Krim Mixue Kaligandu pada periode tertentu (2022-2023) yang berdomisili di Kecamatan Serang dan mengambil sampel sebanyak 105 responden dengan kriteria tertentu. Metode pengambilan data pada penelitian ini menggunakan alat bantu kuisioner yang dibagikan melalui google form dan teknik pengambilan sampel menggunakan teknik non probability sampling yaitu purposive sampling. Analisis data pada penelitian ini menggunakan uji validitas, reliabilitas, normalitas, multikolinearitas, heteroskedastisitas, analisis regresi linear berganda, uji parsial (uji t), uji simultan (uji f) dan uji koefisien determinasi regresi linier berganda. Hasil analisis regresi linear berganda pada penelitian ini diperoleh persamaan Y=5,788 + 0,042X1 + 0,048X2 + 0,325X3 + 0,534X4+ e dan R Square sebesar 0,422 atau 42% yang menjadi nilai kontribusi dari variabel independen terhadap variabel dependen. Hasil uji parsial pada penelitian ini menunjukkan bahwa: 1) Sertifikasi halal tidak berpengaruh signifikan secara parsial terhadap keputusan pembelian karena memiliki nilai t-hitung < t-tabel yaitu 0,458 < 1.984 dan nilai signifikansinya 0,648 > 0,05. 2) Religiusitas tidak berpengaruh signifikan secara parsial terhadap keputusan pembelian karena memiliki niai t-hitung < t-tabel yaitu 0,591 < 1,984 dan nilai siginifikansinya 0,556 > 0,05. 3) Citra merek berpengaruh signifikan secara parsial terhadap keputusan pembelian karena memiliki niai t-hitung > t-tabel yaitu 2,627 > 1,984 dan nilai siginifikansinya 0,010 < 0,05. 4) Harga berpengaruh signifikan secara parsial terhadap keputusan pembelian karena memiliki niai t-hitung > t-tabel yaitu 5,491 > 1,984 dan nilai siginifikansinya 0,000 < 0,05. Hasil uji simultan pada penelitiain ini menunjukkan nilai f-hitung > f-tabel yaitu 18,258 > 2,462 yang berarti sertifikasi halal, religiusitas, citra merek dan harga berpengaruh signifikan terhadap keputusan pembelian pada produk Es Krim Mixue pada masyarakat Kecamatan Serang. | |||||||||
| Uncontrolled Keywords: | Brand image, Halal Certification, Price, Purchase decision and Religiosity Citra merek, Harga, Keputusan pembelian, Religiusitas dan Sertifikasi halal | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Sarjana Ekonomi Syariah |
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| Depositing User: | Tn Panji Sundani Kusmana | |||||||||
| Date Deposited: | 23 Jul 2024 10:09 | |||||||||
| Last Modified: | 06 Aug 2024 15:26 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/34640 |
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