Fathurrohman, Muhammad Khaeru (2024) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM), INFLUENCER MARKETING, DAN KESADARAN HALAL TERHADAP MINAT BELI KONSUMEN PADA PRODUK MOUNTEA (Studi Kasus pada Mahasiswa Jurusan Asuransi Syariah di Universitas Islam Negeri Sultan Maulana Hasanuddin Banten Angkatan Tahun 2021). S1 thesis, UNTIRTA.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text (Skripsi)
Muhammad Khaeru Fathurrohman_5554200005_Fulltext.pdf Restricted to Registered users only Download (4MB) | Request a copy |
|
Text (Skripsi)
Muhammad Khaeru Fathurrohman_5554200005_01.pdf Restricted to Registered users only Download (2MB) | Request a copy |
|
Text (Skripsi)
Muhammad Khaeru Fathurrohman_5554200005_02.pdf Restricted to Registered users only Download (819kB) | Request a copy |
|
Text (Skripsi)
Muhammad Khaeru Fathurrohman_5554200005_03.pdf Restricted to Registered users only Download (645kB) | Request a copy |
|
Text (Skripsi)
Muhammad Khaeru Fathurrohman_5554200005_04.pdf Restricted to Registered users only Download (736kB) | Request a copy |
|
Text (Skripsi)
Muhammad Khaeru Fathurrohman_5554200005_05.pdf Restricted to Registered users only Download (191kB) | Request a copy |
|
Text (Skripsi)
Muhammad Khaeru Fathurrohman_5554200005_Ref.pdf Restricted to Registered users only Download (456kB) | Request a copy |
|
Text (Skripsi)
Muhammad Khaeru Fathurrohman_5554200005_Lamp.pdf Restricted to Registered users only Download (4MB) | Request a copy |
Abstract
The Effect of Electronic Word Of Mouth (E-WOM), Influencer Marketing, and Halal Awareness on Consumer Buying Interest in Mountea Products (Case Study on Students of the Sharia Insurance Department at Universitas Islam Negeri Sultan Maulana Hasanuddin Banten Class of 2021) is the title of the thesis of Muhammad Khaeru Fathurrohman with NIM. 5554200005, a student of the Department of Sharia Economics (Sharia Business) Faculty of Economics and Business Universitas Sultan Ageng Tirtayasa under the guidance of Prof. Dr. Moh. Mukhsin, S.E., M.M. as the I and Isti Nuzulul Atiah, Lc., M.A.Ek. as the II. This study aims to determine whether Electronic Word Of Mouth (E-WOM), influencer marketing, and halal awareness partially or simultaneously have a positive and significant effect on consumer buying interest in Mountea products. This type of research uses quantitative research with a correlational approach. The sample in this study were students of the Sharia Insurance Department at Universitas Islam Negeri Sultan Maulana Hasanuddin Banten class of 2021, totaling 83 people with sampling using the saturated sample technique. The data collection technique used a questionnaire with a Likert scale, literature study, and documentation. The data analysis technique in this study used instrument tests, classical assumption tests, multiple linear regression analysis, hypothesis testing, and coefficient of determination (R²) analysis with the help of the SPSS version 26.0 program. Based on the results of data analysis, it is known that the effect of Electronic Word Of Mouth (E-WOM), influencer marketing, and halal awareness on consumer buying interest using multiple linear regression equations Y = 1.357 + 0.681 X1 + 0.420 X2 - 0.203 X3 + e. The results of the partial test (t test) show that Electronic Word Of Mouth (E-WOM) (X1) and influencer marketing (X2) partially have a positive and significant effect on consumer buying interest (Y), while halal awareness (X3) has no significant effect. The results of the simultaneous test (F test) show that the value of F count (43.474)> F table (2.72) with a significance value of 0.000 <0.05, this means that Electronic Word Of Mouth (E-WOM), influencer marketing, and halal awareness simultaneously have a positive and significant effect on consumer buying interest in Mountea products. The results of the analysis of the coefficient of determination (R²) obtained an Adjusted R Square value of 0.608. This means that Electronic Word Of Mouth (E-WOM), influencer marketing, and halal awareness affect consumer buying interest by 60.8%, while the remaining 39.2% is influenced by other variables outside this study. Keywords: Electronic Word Of Mouth (E-WOM), Influencer Marketing, Halal Awareness, Consumer Buying Interest.
| Item Type: | Thesis (S1) | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
|||||||||
| Additional Information: | Pengaruh Electronic Word Of Mouth (E-WOM), Influencer Marketing, dan Kesadaran Halal terhadap Minat Beli Konsumen pada Produk Mountea (Studi Kasus pada Mahasiswa Jurusan Asuransi Syariah di Universitas Islam Negeri Sultan Maulana Hasanuddin Banten Angkatan Tahun 2021) adalah judul skripsi dari Muhammad Khaeru Fathurrohman dengan NIM. 5554200005, mahasiswa Jurusan Ekonomi Syariah (Bisnis Syariah) Fakultas Ekonomi dan Bisnis Universitas Sultan Ageng Tirtayasa di bawah bimbingan Prof. Dr. Moh. Mukhsin, S.E., M.M. selaku dosen pembimbing I dan Isti Nuzulul Atiah, Lc., M.A.Ek. selaku dosen pembimbing II. Penelitian ini bertujuan untuk mengetahui apakah Electronic Word Of Mouth (E- WOM), influencer marketing, dan kesadaran halal secara parsial ataupun simultan berpengaruh positif dan signifikan terhadap minat beli konsumen pada produk Mountea. Jenis penelitian ini menggunakan penelitian kuantitatif dengan pendekatan korelasional. Sampel dalam penelitian ini adalah mahasiswa Jurusan Asuransi Syariah di Universitas Islam Negeri Sultan Maulana Hasanuddin Banten angkatan tahun 2021 yang berjumlah 83 orang dengan pengambilan sampel menggunakan teknik sampel jenuh. Teknik pengumpulan data menggunakan kuesioner dengan skala Likert, studi pustaka, dan dokumentasi. Teknik analisis data dalam penelitian ini menggunakan uji instrumen, uji asumsi klasik, analisis regresi linear berganda, uji hipotesis, dan analisis koefisien determinasi (R2 ) dengan bantuan program SPSS versi 26.0. Berdasarkan hasil analisis data diketahui bahwa pengaruh Electronic Word Of Mouth (E-WOM), influencer marketing, dan kesadaran halal terhadap minat beli konsumen menggunakan persamaan regresi linear berganda Y = 1,357 + 0,681 X1 + 0,420 X2 – 0,203 X3 + e. Hasil uji parsial (uji t) diketahui bahwa Electronic Word Of Mouth (E-WOM) (X1) dan influencer marketing (X2) secara parsial berpengaruh positif dan signifikan terhadap minat beli konsumen (Y), sedangkan kesadaran halal (X3) tidak berpengaruh signifikan. Hasil uji simultan (uji F) diketahui bahwa nilai F hitung (43,474) > F tabel (2,72) dengan nilai signifikansi 0,000 < 0,05, hal ini berarti bahwa Electronic Word Of Mouth (E-WOM), influencer marketing, dan kesadaran halal secara simultan berpengaruh positif dan signifikan terhadap minat beli konsumen pada produk Mountea. Hasil analisis koefisien determinasi (R2 ) diperoleh nilai Adjusted R Square sebesar 0,608. Artinya, Electronic Word Of Mouth (E-WOM), influencer marketing, dan kesadaran halal memengaruhi minat beli konsumen sebesar 60,8%, sedangkan sisanya sebesar 39,2% dipengaruhi oleh variabel lain di luar penelitian ini. | |||||||||
| Uncontrolled Keywords: | Kata Kunci: Electronic Word Of Mouth (E-WOM), Influencer Marketing, Kesadaran Halal, Minat Beli Konsumen. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis > Program Sarjana Ekonomi Syariah | |||||||||
| Depositing User: | Muhammad Khaeru Fathurrohman | |||||||||
| Date Deposited: | 05 Aug 2024 15:21 | |||||||||
| Last Modified: | 05 Aug 2024 15:21 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/40179 |
Actions (login required)
 |
View Item |