Ahmad Zahran Rizqulloh, . (2024) FAKTOR-FAKTOR KEPUTUSAN PEMBELIAN KULINER BERSERTIFIKAT HALAL PADA LAYANAN ONLINE FOOD DELIVERY DI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Indonesia is a country with the largest total Muslim population in the world, this will have a very large impact on consumption expenditure, especially in the food and beverage or culinary sector. As time goes by, it is easier for Muslim consumers to order food through online food delivery services in ordering halal-certified culinary delights. In this research, the factors examined as independent variables are green marketing, social media marketing, word of mouth and halal awareness, while the dependent variable is the decision to purchase halal certified culinary delights from online food delivery services. The aim of this research is to analyze green marketing, social media marketing, word of mouth and halal awareness regarding purchasing decisions for halal certified culinary delights in online food delivery services in Jakarta. The research method uses a quantitative descriptive approach, with primary and secondary data sources. Data collection techniques for distributing questionnaires to Muslim community respondents in Jakarta. Data analysis uses PLS with the SmartPLS application, with data testing using inner and outer models. The research results show that green marketing and social media marketing influence purchasing decisions, while word of mouth and halal awareness do not influence purchasing decisions. The implication of the research is that halal certified culinary business actors can develop the potential of halal certified culinary businesses to be better.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2010116002] [Pembimbing: Sufyati HS] [Penguji 1: Tati Handayani] [Penguji 2: Lili Puspita Sari] |
| Uncontrolled Keywords: | green marketing, social media marketing, word of mouth, halal awareness, purchase decision |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1) |
| Depositing User: | Ahmad Zahran Rizqulloh |
| Date Deposited: | 21 Mar 2024 03:54 |
| Last Modified: | 21 Mar 2024 03:54 |
| URI: | http://repository.upnvj.ac.id/id/eprint/28326 |
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