ANALISIS PENGARUH HALAL AWARENESS, ELECTRONIC WORD of MOUTH DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MIE GACOAN :Studi pada Konsumen Mie Gacoan Wilayah Bandung Raya

• Main Author: Muhammad Fahmi Ibrahim, - (Author)
• Format: Book
• Published: 2023-01-30.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata

Summary

Mie Gacoan merupakan produk makanan mie pedas No.1 di Indonesia yang viral sejak tahun 2020, namun terdapat permasalahan bahwa produk Mie Gacoan belum mengantongi sertifikat halal dari Badan Penyelenggara Jaminan Produk Halal. Penelitian ini bertujuan untuk melihat pengaruh dari Halal Awareness, Electronic Word of Mouth, dan kualitas produk terhadap keputusan pembelian produk Mie Gacoan wilayah Bandung Raya. Metode penelitian yang digunakan adalah deskriptif kuantitatif dengan metode analisis SEM-PLS dan alat analisis yang digunakan adalah SmartPLS, dengan jumlah sampel yang diambil sebanyak 174 orang. Hasil penelitian secara deskriptif menunjukkan bahwa Halal Awareness, Electronic Word of Mouth, kualitas produk, dan keputusan pembelian berada pada kategori tinggi. Adapun hasil hipotesis menunjukkan bahwa variabel Halal Awareness tidak berpengaruh terhadap keputusan pembelian, namun untuk variabel Electronic Word of Mouth dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Implikasi dari penelitian ini adalah untuk PT Pesta Pora Abadi yang menaungi produk Mie Gacoan dan para UMKM umumnya untuk sertifikasi halal bagi produknya yang belum mendapatkan sertifikasi dan label halal. Mie Gacoan is the No. 1 spicy noodle food product in Indonesia which has gone viral since 2020, but there is a problem that the Mie Gacoan product has not received a halal certificate from the Halal Product Assurance Organizing Agency. This study aims to see the effect of Halal Awareness, Electronic Word of Mouth, and product quality on purchasing decisions for Mie Gacoan products in the Greater Bandung area. The research method used is descriptive quantitative with the SEM-PLS analysis method and the analytical tool used is SmartPLS, with a total sample taken of 174 people. The results of the descriptive study show that Halal Awareness, Electronic Word of Mouth, product quality and purchasing decisions are in the high category. The results of the hypothesis show that the Halal Awareness variable has no effect on purchasing decisions, but for the Electronic Word of Mouth variable and product quality it has a positive and significant effect on purchasing decisions. The implication of this research is for PT Pesta Pora Abadi which oversees Gacoan Noodle products and SMEs in general for halal certification for their products that have not received halal certification and labels.

Item Description

http://repository.upi.edu/88125/1/S_EKI_1806935_Title.pdf
http://repository.upi.edu/88125/2/S_EKI_1806935_Chapter%201.pdf
http://repository.upi.edu/88125/3/S_EKI_1806935_Chapter%202.pdf
http://repository.upi.edu/88125/4/S_EKI_1806935_Chapter%203.pdf
http://repository.upi.edu/88125/5/S_EKI_1806935_Chapter%204.pdf
http://repository.upi.edu/88125/6/S_EKI_1806935_Chapter%205.pdf
http://repository.upi.edu/88125/7/S_EKI_1806935_Appendix.pdf