PENGARUH SERTIFIKASI HALAL, RELIGIOSITAS, DAN CELEBRITY ENDORSMENT TERHADAP KEPUTUSAN PEMBELIAN PRODUK UMKM KULINER DI JABODETABEK

Audi Azzahra Rizky, . (2025) PENGARUH SERTIFIKASI HALAL, RELIGIOSITAS, DAN CELEBRITY ENDORSMENT TERHADAP KEPUTUSAN PEMBELIAN PRODUK UMKM KULINER DI JABODETABEK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The existence of MSMEs consists of various fields, one of which is the culinary field which is the best-selling field in MSMEs in each region where around 70% of MSMEs in Indonesia are engaged in the culinary field. Being a predominantly muslim nation, the government requiring every MSME to be halal certified, around 15.4 million MSMEs have not met the halal certification target. In addition, a consumer's purchasing decision factor can come from external and internal factors. Such as internal factors, namely the religiosity of a consumer. External factors such as tempting offers or attractive marketing such as celebrity marketing. The research utilized a quantitative descriptive approach, gathering both prmary and secondary data. The population taken is the Muslim community in Jabodetabek with a sample using non-probablity with certain criteria. Information was collected through distributing questionnaires via G-form. Data analysis techniques using SmartPLS. Findings reveal that halal certification, religiosity, and celebrity marketing have an effect on purchasing decisions among the three variables, the most significant is religiosity, this is because this attitude is a form of a relationship reflecting obedience to religion and implementation in everyday life.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil : 2110116056] [Pembimbing : Sufyati HS] [Penguji 1 : Ade Nur Rohim] [Penguji 2 : Tati Handayani]
Uncontrolled Keywords: celebrity endorsment, culinary MSME, halal certification, purchase decision, religiosity.
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1)
Depositing User: AUDI AZZAHRA RIZKY
Date Deposited: 14 Feb 2025 02:57
Last Modified: 14 Feb 2025 02:57
URI: http://repository.upnvj.ac.id/id/eprint/34989

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