Anteseden consumer buying decision dan dampaknya terhadap consumer loyalty pada restoran cepat saji halal.

DETAIL KOLEKSI

Anteseden consumer buying decision dan dampaknya terhadap consumer loyalty pada restoran cepat saji halal.

Oleh : Salsabila Novia Azani

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2025

Pembimbing 1 : Moch Sabur

Kata Kunci : Religious Consciousness, Content Quality, Consumer Brand Awareness, Consumer Buying Decision, Consum

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2025_SK_SMJ_022001902079_Halaman-Judul.pdf	11
2.	2025_SK_SMJ_022001902079_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2025_SK_SMJ_022001902079_Surat-Hasil-Similaritas.pdf	1
4.	2025_SK_SMJ_022001902079_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2025_SK_SMJ_022001902079_Lembar-Pengesahan.pdf	4
6.	2025_SK_SMJ_022001902079_Pernyataan-Orisinalitas.pdf	1
7.	2025_SK_SMJ_022001902079_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2025_SK_SMJ_022001902079_Bab-1.pdf	10
9.	2025_SK_SMJ_022001902079_Bab-2.pdf
10.	2025_SK_SMJ_022001902079_Bab-3.pdf
11.	2025_SK_SMJ_022001902079_Bab-4.pdf
12.	2025_SK_SMJ_022001902079_Bab-5.pdf	4
13.	2025_SK_SMJ_022001902079_Daftar-Pustaka.pdf	5
14.	2025_SK_SMJ_022001902079_Lampiran.pdf

Abstrak
Abstract

T Tujuan penelitian ini adalah menganalisis anteseden consumer buying decision dan dampaknya terhadap consumer loyalty pada restoran cepat saji halal. penelitian ini menggunakan data primer. data dikumpulkan menggunakan kuesioner yang telah diuji dan disebarkan secara online kepada 168 responden. penentuan sampel diambil dengan teknik purposive sampling. pengolahan data dilakukan dengan software spss 23. analisis data meliputi uji validitas dan reliabilitas. metode analisis data penelitian ini menggunakan sem dengan software amos. hasil penelitian menunjukkan bahwa terdapat pengaruh positif antara religious consciousness terhadap consumer buying decision, pengaruh positif religious consciousness terhadap consumer brand awareness, pengaruh positif content quality terhadap consumer brand awareness, pengaruh positif consumer brand awareness sebagai variabel mediasi.terdapat pengaruh positif consumer buying decision berpengaruh positif terhadap consumer loyalty. sementara content quality tidak berpengaruh terhadap consumer buying decision, tidak ada pengaruh consumer brand awareness terhadap consumer buying decision. beberapa keterbatasan pada penelitian ini yang mungkin berguna untuk penelitian selanjutnya adalah penelitian ini hanya menggunakan variabel religious consciousness, content quality, consumer brand awareness, consumer buying decision, dan consumer loyalty. diharapkan penelitian selanjutnya dapat menggunakan objek dan variabel lain yang dapat meningkatkan consumer buying decision seperti variable influencer marketing, digital marketing, brand image.

T The purpose of this study is to analyze the antecedents of consumer buying decision and its impact on consumer loyalty in halal fast food restaurants. this study uses primary data. data were collected using a questionnaire that had been tested and distributed online to 168 respondents. the sample determination was taken using the purposive sampling technique. data processing was carried out using spss 23 software. data analysis includes validity and reliability tests. the data analysis method of this study used sem with amos software. the results showed that there was a positive influence between religious consciousness on consumer buying decision, a positive influence of religious consciousness on consumer brand awareness, a positive influence of content quality on consumer brand awareness, a positive influence of consumer brand awareness as a mediating variable. there was a positive influence of consumer buying decision on consumer loyalty. while content quality did not affect consumer buying decision, there was no influence of consumer brand awareness on consumer buying decision. some limitations in this study that may be useful for further research are that this study only uses the variables religious consciousness, content quality, consumer brand awareness, consumer buying decision, and consumer loyalty. it is hoped that further research can use other objects and variables that can improve consumer buying decisions such as variables of influencer marketing, digital marketing, brand image.