Religiusitas, Kesadaran Halal, Sertifikasi Halal dan Product Ingredient dalam Mempengaruhi Minat Pembelian Konsumen Muslim
DOI:
https://doi.org/10.30762/istithmar.v7i2.686Keywords:
Keberagamaan, Kesadaran Halal, Sertifikasi Halal, Bahan Produk, Niat PembelianAbstract
Penelitian ini bertujuan untuk membuktikan dan menganalisis pengaruh religiousity, halal awareness, halal certification dan Product Ingredient terhadap Purchase Intention produk “Mie Z” Padang Konsumen Muslim di Kota Padang. Pada penelitian ini yang menjadi objek penelitian adalah konsumen muslim yang pernah membeli dan mengkonsumsi produk “Mie Z” di Kota Padang. Metode pengambilan sampel yang digunakan adalah purposive sampling. Metode analisis data yang digunakan adalah regresi berganda sedangkan pengujian hipotesis dilakukan dengan uji t-statistik. Berdasarkan hasil pengujian hipotesis ditemukan religiousity dan halal certificate berpengaruh positif terhadap purchase intenion produk “Mie Z” di Kota Padang, selain itu pada tahapan pengujian hipotesis ditemukan halal awareness dan food gradient tidak berpengaruh terhadap Purchase Intention produk “Mie Z” di Kota Padang
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