Raisa Nur Radhiyah, . (2025) PENGARUH KESADARAN HALAL, E-WOM, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOPI KEDAI DI JABODETABEK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Approximately 66% of Indonesians prefer purchasing coffee from coffee shops rather than brewing it at home. This data highlights that coffee consumption has become an integral part of Indonesians' daily routines, whether to accompany activities or to relax. However, around 29.2% of coffee products remain uncertified as halal, despite rising demand. This raises concerns about the safety of coffee consumption. Growing competition among coffee shops drives them to continually innovate to attract customers. Voluntary customer reviews about the coffee they purchase are another factor influencing their buying decisions. This study aims to examine how halal awareness, E-WOM, and product quality affect consumer decisions to buy coffee from coffee shops in the Greater Jakarta area (Jabodetabek). A quantitative research approach was employed, involving 190 respondents. Data collection was conducted using questionnaires, analyzed through PLS (Partial Least Squares) analysis. The findings reveal that halal awareness and product quality significantly impact consumer purchasing decisions. Conversely, the E-WOM variable does not show an effect on the decision to buy coffee from coffee shops in Jabodetabek. These findings imply the need for coffee shops to reassess their marketing strategies to build consumer trust and enhance product appeal.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2110116040] [Pembimbing: Tati Handayani] [Penguji 1: Sufyati HS] [Penguji 2: Ade Nur Rohim] |
| Uncontrolled Keywords: | Coffee Shop, E-WOM, Halal Awareness, Product Quality, Purchasing Decisions. |
| Subjects: | H Social Sciences > H Social Sciences (General) 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: | RAISA NUR RADHIYAH |
| Date Deposited: | 21 Feb 2025 04:03 |
| Last Modified: | 21 Feb 2025 04:03 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34998 |
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