Tawakal, Mohammad Jibran (2024) PENGARUH PENGETAHUAN PRODUK DAN RELIGIOSITAS TERHADAP MINAT BELI PRODUK BINTANG ZERO PADA GENERASI Z (Studi Pada Generasi Z Kota Serang). S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
This study aims to determine the effect of product knowledge and religiosity on the interest in buying Bintang Zero products in Generation Z. The sampling technique in this study was Purposive Sampling, this technique was used because not all Generation Z can be used as samples. The sample in this study amounted to 44 respondents. The data collection method used a Likert scale. The analysis techniques used were validity and reliability tests, normality tests, multicollinearity tests, heteroscedasticity tests, multiple regression analysis, hypothesis tests (t-test and f-test), and R2 coefficient of determination tests. Using IBM SPSS statistical software 25. The results of the simultaneous test (F-test) showed that the variables of product knowledge and religiosity on the interest in buying Bintang Zero products simultaneously had a significant effect on Generation Z in Serang City. This is based on the results of the F-test which obtained a value of F count> F table or 31.502> 3.24 and a sig value <0.05 or 0.000 <0.05.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh pengetahuan produk dan religiositas terhadap minat beli produk bintang zero pada generasi z. Teknik pengambilan sampel pada penelitian ini adalah Purposive Sampling, Teknik ini digunakan karena tidak semua generasi z dapat dijadikan sampel. Sampel dalam penelitian ini berjumlah 44 responden. Metode pengumpulan data menggunakan skala likert. Teknik analisis yang digunakan adalah uji validitas dan realibilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, analisis regeresi berganda, uji hipotesis (Uji t dan Uji f), dan uji koefisien Determinasi R2. Dengan menggunakan software IBM SPSS statistik 25. Diperoleh Hasil uji simultan (Uji F) menunjukan bahwa variable pengetahuan produk dan religiositas terhadap minat beli produk bintang zero secara simultan berpengaruh signifikan pada generasi z kota serang. Hal ini berdasarkan hasil Uji f yang memperoleh nilai Fhitung > Ftabel atau 31,502 > 3,24 dan nilai sig < 0,05 atau 0,000 < 0,05. | |||||||||
| Uncontrolled Keywords: | Product Knowledge, Religiosity, Purchase Interest. Pengetahuan Produk, Religiositas, Minat Beli. | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Sarjana Ekonomi Syariah |
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| Depositing User: | Mr Mohammad Jibran Tawakal | |||||||||
| Date Deposited: | 25 Jun 2025 02:34 | |||||||||
| Last Modified: | 25 Jun 2025 02:34 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/49832 |
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