DETAIL KOLEKSI

Anteseden consumer-based halal brand equity

5.0


Oleh : Syifa Shafira Afiani

Info Katalog

Nomor Panggil : 2018_TA_MJ_022141127

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Ayu Ekasari

Subyek : Strength religious identity;Marketing management

Kata Kunci : strength religious identity, consumers halal choice behaviour, self-expressive religious benefits.

P Penelitian ini bertujuan untuk menguji dan menganalisis anteseden dari consumer-based halal brand equity. Sampel yang digunakan dalam penelitian ini sebanyak 154 responden dengan menggunakan metode penarikan sampel purposive sampling. Sampel yang digunakan dalam penelitian ini, yaitu konsumen Muslim di Indonesia yang telah mengetahui merek halal. Pengujian hipotesis dilakukan dengan metode structural equation model (SEM) dengan bantuan software AMOS 22.0. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif strength religious identity terhadap consumers halal choice behaviour. Strength religious identity juga berpengaruh positif terhadap self-expressive religious benefits. Selanjutnya, self-expressive religious benefits memiliki pengaruh positif terhadap consumers halal choice behaviour. Selain itu, consumers halal choice behaviour berpengaruh positif terhadap consumer-based halal brand equity. Self-expressive religious benefits juga berpengaruh positif terhadap consumer-based halal brand equity. Pada penelitian selanjutnya dapat juga menambahkan dan menganalisis konsekuensi dari consumer-based halal brand equity (CBHBE).

T This purpose of this study is to test and analyze antecedents of consumer-based halal brand equity. The sample used in this research is 154 respondents by using purposive sampling method. The sample used in this study are Muslim consumers in Indonesia that already knew about halal brand. Hypothesis testing for this research was tested by structural equation model (SEM) with AMOS 22.0 software. The result of this research show that strength religious identity has a positive effect on consumers halal choice behaviour. Strength religious identity also positively influence self-expressive religious benefits. Furthermore, self-expressive religious benefits has a positive effect on consumers halal choice behaviour. Then, consumers halal choice behaviour positively influence consumer-based halal brand equity. Self-expressive religious benefits also has a positive effect on consumer-based halal brand equity. For future research can added and analyze the consequence of consumer-based halal brand equity (CBHBE).

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