Muhammad Adham Syarif, . (2024) FAKTOR-FAKTOR MASYARAKAT MUSLIM DALAM MEMILIH MAKANAN CEPAT SAJI MCDONALD’S DI JABODETABEK SAAT GERAKAN BOIKOT PRODUK BERAFILIASI ISRAEL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Indonesia, as the largest country in Southeast Asia, holds significant potential in the business and halal industry, particularly in franchising, supported by a Muslim population of 236 million. One successful franchise in Indonesia is McDonald's, with numerous outlets nationwide, including among the top 10 bestselling fast-food restaurants in 2021. While global McDonald's revenue saw a notable increase from the first to the third quarter of 2023, it declined in the fourth quarter, possibly due to the worldwide boycott of Israeli-affiliated products, including in Indonesia. This research aims to examine the purchasing decisions of Muslim communities in Jabodetabek regarding McDonald's, considering halal awareness, product quality, lifestyle, and religiosity as independent variables during the boycott of Israeli-affiliated products. The study population comprises Muslim consumers who have consumed McDonald's products in Jabodetabek on the periods of October 2023 – May 2024. Purposive sampling is used for sampling, and data analysis is conducted using Partial Least Square (PLS) with SmartPLS software. The results of this research is halal awareness and religiosity did not have a significant effect on purchasing decisions, in the other hand product quality and lifestyle had a significant effect on purchasing decisions. The implications of this study are that McDonald's needs to focus on maintaining and enhancing product quality and understanding that consumer lifestyle plays a significant role in purchasing decisions, especially in the context of a boycott.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010116046] [Pembimbing: Tati Handayani] [Penguji 1: Faizi] [Penguji 2: Lili Puspita Sari] |
| Uncontrolled Keywords: | halal awareness, lifestyle, product quality, purchasing decisions, 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: | MUHAMMAD ADHAM SYARIF |
| Date Deposited: | 18 Sep 2024 08:02 |
| Last Modified: | 18 Sep 2024 08:02 |
| URI: | http://repository.upnvj.ac.id/id/eprint/31377 |
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