Muhammad Ikhsan Firmansah, . (2025) FAKTOR-FAKTOR YANG MEMENGARUHI KEPUTUSAN PEMBELIAN PADA RESTORAN TIMUR TENGAH DI JABODETABEK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The halal food industry in Indonesia is growing rapidly. The development of this industry has introduced various types of food from around the world. One of the emerging markets is Middle Eastern restaurants, which are closely associated with the halal aspect of their products. However, the consumption rate of Middle Eastern cuisine remains below 2%, which is considered low. This study aims to examine the influence of halal awareness, brand trust, and product quality on purchase decisions and to explain the positioning or strengths of Emados Shawarma, Kebuli Jordan, and Kebuli Yaman restaurants in Jabodetabek. The analysis technique used is Partial Least Squares (PLS) with the assistance of Smart PLS software version 4.0 to determine the impact of independent variables indpendent on the dependent variable dependent. Additionally, Correspondence Analysis (CA) using SPSS software version 25 is employed to identify the strengths of each Middle Eastern restaurant. The study applies probability sampling using simple random sampling with a total of 110 samples. The results reveal that halal awareness, brand trust, and product quality significantly influence purchase decisions at Middle Eastern restaurants in Jabodetabek. Positioning analysis shows that Kebuli Jordan excels in service and food taste, Kebuli Yaman stands out for its affordable pricing, and Emados Shawarma leads in cleanliness and restaurant ambiance. However, menu variety does not provide any specific advantage for any particular restaurant. Keywords : Brand Trust, Halal Awareness, Positioning, Product Quality, Purchase Decision.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110116007] [Pembimbing: Tati Handayani] [Penguji 1: Faizi] [Penguji 2: Lili Puspita Sari] |
| Uncontrolled Keywords: | Brand Trust, Halal Awareness, Positioning, Product Quality, Purchase Decision. |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1) |
| Depositing User: | MUHAMMAD IKHSAN FIRMANSAH |
| Date Deposited: | 19 Feb 2025 06:53 |
| Last Modified: | 19 Feb 2025 06:53 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34937 |
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