PENGARUH RELIGIOSITAS, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MUSLIM BURGER KING DI WILAYAH JAKARTA

Raihan Falqahi Romansza, . (2025) PENGARUH RELIGIOSITAS, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MUSLIM BURGER KING DI WILAYAH JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

[img] Text
AWAL.pdf
Download (738kB)
[img] Text
ABSTRAK.pdf
Download (513kB)
[img] Text
BAB 1.pdf
Restricted to Repository UPNVJ Only
Download (882kB)
[img] Text
BAB 2.pdf
Restricted to Repository UPNVJ Only
Download (407kB)
[img] Text
BAB 3.pdf
Restricted to Repository UPNVJ Only
Download (599kB)
[img] Text
BAB 4.pdf
Restricted to Repository UPNVJ Only
Download (697kB)
[img] Text
BAB 5.pdf
Download (169kB)
[img] Text
DAFTAR PUSTAKA.pdf
Download (565kB)
[img] Text
RIWAYAT HIDUP.pdf
Restricted to Repository UPNVJ Only
Download (354kB)
[img] Text
LAMPIRAN.pdf
Restricted to Repository UPNVJ Only
Download (2MB)
[img] Text
HASIL PLAGIARISME.pdf
Restricted to Repository staff only
Download (12MB)
[img] Text
ARTIKEL KI.pdf
Restricted to Repository staff only
Download (299kB)

Abstract

The fast-food industry in Indonesia, particularly in Jakarta, shows significant growth. Burger King stands out as a highly popular brand in this sector. Given that the majority of Indonesian society is Muslim, religiosity plays a crucial role in influencing Muslim consumer purchasing decisions. Religiosity, product quality, and company promotions are factors that affect Muslim consumer preferences when choosing fast-food products. This research aims to examine the influence of religiosity, product quality, and promotion on the purchasing decisions of Muslim consumers at Burger King fast-food restaurants located in the Jakarta area. The increasing awareness of halal products among Muslim consumers is a significant background for this research, especially with the dominance of the Muslim population in Indonesia affecting urban consumption preferences. This study employs a quantitative approach using a survey method through online questionnaires distributed to 150 Muslim respondents residing in Jakarta, aged over 17 years, and who have previously purchased Burger King products. Data analysis was conducted using the Partial Least Square (PLS) method via the SmartPLS application. The results of this study indicate that religiosity has a significant influence on purchasing decisions, product quality has a positive influence on purchasing decisions, and promotion also has a positive influence on purchasing decisions. Keywords: Religiosity, Product Quality, Promotion, Muslim Consumers' Purchase Decisions, Burger King

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil:2110116055] [Pembimbing:Tati Handayani] [Penguji 1: Ade Nur Rohim ] [Penguji 2: Prima Dwi Priyatno]
Uncontrolled Keywords: Keywords: Religiosity, Product Quality, Promotion, Muslim Consumers' Purchase Decisions, Burger King
Subjects: A General Works > AI Indexes (General)
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1)
Depositing User: RAIHAN FALQAHI ROMANSZA
Date Deposited: 08 Sep 2025 08:14
Last Modified: 08 Sep 2025 08:14
URI: http://repository.upnvj.ac.id/id/eprint/38336

Actions (login required)

View Item View Item