ABILA, AHBAB (2025) PENGARUH ISLAMIC PRODUCT QUALITY, ISLAMIC PROMOTION DAN ISLAMIC BRANDING TERHADAP MINAT BELI KONSUMEN PADA PRODUK SAMBAL MR. CRISPY DI SHOP TOKOPEDIA. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text
AhbabAbila_5554200039_Fulltext.pdf Restricted to Registered users only Download (4MB) |
|
Text
AhbabAbila_5554200039_02.pdf Restricted to Registered users only Download (704kB) |
|
Text
AhbabAbila_5554200039_03.pdf Restricted to Registered users only Download (498kB) |
|
Text
AhbabAbila_5554200039_04.pdf Restricted to Registered users only Download (551kB) |
|
Text
AhbabAbila_5554200039-05.pdf Restricted to Registered users only Download (279kB) |
|
Text
AhbabAbila_5554200039_Ref.pdf Restricted to Registered users only Download (288kB) |
|
Text
Ahbab Abila_5554200039_Lamp.pdf Restricted to Registered users only Download (2MB) |
|
Text
AhbabAbila_5554200039_01.pdf Restricted to Registered users only Download (1MB) |
Abstract
The Influence of Islamic Product Quality, Islamic Promotion, and Islamic Branding on Consumer Purchase Intention for Mr. Crispy Products in the Tokopedia Shop is the title of a thesis by Ahbab Abila (5554200039), an undergraduate student majoring in Islamic Economics (Sharia Business), Faculty of Economics and Business, Sultan Ageng Tirtayasa University, under the supervision of Prof. Dr. Moh. Mukhsin, SE., MM. as the first supervisor and Najmudin, Lc., M.E., CWC., RIFA. as the second supervisor. This thesis aims to determine whether Product Quality, Islamic Promotion, and Islamic Branding have a positive and significant effect on consumer purchase intention for Mr. Crispy products in the Tokopedia shop, both partially and simultaneously. This type of research uses quantitative research with a correlational approach. The sample in this study is the community of Banten, consisting of 97 people with sampling conducted using the Cochran formula. Data collection techniques used a questionnaire with a Likert scale, literature study, and documentation. Data analysis techniques in this thesis used instrument testing, classic assumption testing, multiple linear regression analysis, hypothesis testing, and coefficient of determination (R2) analysis with the aid of SPSS version 30.0. Based on the results of the data analysis, it is known that the influence of Islamic Product Quality, Islamic Promotion, and Islamic Branding on consumer buying interest is represented by the multiple linear regression equation Y = 8.888 + (-0.608) X2 + 0.351 X3 + 1 X3. The results of the partial test (t-test) indicate that Islamic Promotion and Islamic Branding have a positive and significant partial effect on consumer buying interest, while Islamic Branding has a negative and significant effect. The results of the simultaneous test (F test) show that the calculated F value (38.875) is greater than the table F value (2.70) with a significance level (0.001) less than the alpha value (0.05). This means that Islamic Product Quality, Islamic Promotion, and Islamic Branding have a positive and significant effect on consumer purchasing interest in Mr. Crispy products. The analysis of the coefficient of determination (R2) = 0.542 means that Islamic Product Quality, Islamic Promotion, and Islamic Branding influence the purchasing interest in Mr. Crispy products in the Banten community by 54.2%, while the remaining 45.8% is influenced by other variables outside of this study.
| Item Type: | Thesis (S1) | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
|||||||||
| Additional Information: | Pengaruh Islamic Product Quality, Islamic Promotion, dan Islamic Branding Terhadap Minat Beli Konsumen pada Produk Mr. Crispy di Shop Tokopedia adalah judul skripsi oleh Ahbab Abila (5554200039), mahasiswa S1 Jurusan Ekonomi Syariah (Bisnis Syariah), Fakultas Ekonomi dan Bisnis, Universitas Sultan Ageng Tirtayasa di bawah bimbingan Prof. Dr. Moh. Mukhsin, SE., MM. selaku dosen pembimbing I dan Najmudin, Lc., M.E., CWC.,RIFA. selaku pembimbing II. Skripsi ini bertujuan untuk mengetahui apakah Product Quality, Islamic Promotion, dan Islamic Branding secara parsial dan simultan berpengaruh positif dan signifikan terhadap minat beli konsumen pada produk Mr. Crispy di shop Tokopedia. Jenis penelitian ini menggunakan penelitian kuantitatif dengan pendekatan korelasional. Sampel pada penelitian ini adalah masyarakat Banten yang berjumlah 97 orang dengan pengambilan sampel menggunakan rumus cochran. Teknik pengumpulan data menggunakan kuesioner dengan skala Likert, studi pustaka, dan dokumentasi. Teknik analisis data dalam skripsi ini menggunakan uji instrumen, uji asumsi klasik, analisis regresi linear berganda, uji hipotesis, dan analisis koefisien determinasi (R2) dengan bantuan program SPSS versi 30.0. Berdasarkan hasil analisis data diketahui bahwa pengaruh Islamic Product Quality, Islamic Promotion, dan Islamic Branding terhadap minat beli konsumen menggunakan persamaan regresi linier berganda Y= 8,888 + (-0,608) X2 + 0,351 X3 + 1 X3. Hasil uji parsial (uji t) diketahui bahwa Islamic Promotion dan Islamic Branding secara parsial berpengaruh positif dan signifikan terhadap minat beli konsumen, sedangkan Islamic Branding berpengaruh negatif dan signifikan. Hasil uji simultan (uji F) diketahui bahwa nilai F hitung (38,875) ˃ F tabel (2,70) dengan nilai signifikan (0,001) ˂ nilai alpha (0,05) hal ini berarti bahwa pengaruh Islamic Product Quality, Islamic Promotion, dan Islamic Branding berpengaruh positif dan signifikan terhadap minat beli konsumen pada produk Mr. Crispy. Hasil analisis koefisien determinasi (R2) = 0,542, Artinya, Islamic product quality, Islamic promotion dan Islamic branding memengaruhi minat beli produk Mr. Crispy pada masyarakat Banten sebesar 54,2%, sedangkan sisanya sebesar 45,8% dipengaruhi oleh variabel lain di luar penelitian ini. | |||||||||
| Uncontrolled Keywords: | Islamic Product Quality, Islamic Promotion, Islamic Branding, Consumers' Purchase Intention, Tokopedia Shop. Islamic Product Quality, Islamic Promotion, Islamic Branding, Minat Beli Konsumen, Shop Tokopedia. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis > Program Sarjana Ekonomi Syariah 05-Fakultas Ekonomi dan Bisnis |
|||||||||
| Depositing User: | Ahbab Abila | |||||||||
| Date Deposited: | 11 Sep 2025 02:05 | |||||||||
| Last Modified: | 11 Sep 2025 02:05 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/54099 |
Actions (login required)
 |
View Item |