relation: https://digilib.uin-suka.ac.id/id/eprint/63566/
title: HIJRAH INTENTION DAN KEPUTUSAN PEMBELIAN PRODUK HALAL DENGAN VIRAL MARKETING SEBAGAI VARIABEL MODERASI
creator: Ernita, NIM.: 21208012053
subject: Ekonomi Islam
description: The halal industry is an industry that produces products that are in  accordance with halal principles in Islam. This research focuses on halal food and  beverage products in Indonesia, which is the largest potential market with the  largest Muslim population in the world. The purchase decision becomes the  consumer's final step before deciding to make a purchase behavior. This study  intends to analyze hijra intention towards purchasing decisions. The study study in  this study is a development of TPB consisting of attitudes, subjective norms, and  perceptions of behavioral control by modifying intention into hijrah intention. In  addition to these developments, other developments are adding hijrah intention,  halal awareness, and lifestyle. The novelty o f other variables is also by adding a  variety of moderation, namely viral marketing which can be a determinant of  strengthening or weakening hijra intention, halal awareness, and lifestyle for  purchasing decisions. This study used a quantitative approach w ith a sample of 260  respondents. The analysis of testing research data using multiple linear regression  and Moderated Regression Analysis (MRA). The findings in this study show that  attitudes, subjective norms, and perceptions of behavioral control have a positive  and significant effect on hijra intention. Hijra intention, halal awareness, and  lifestyle also have a positive and significant influence on purchasing decisions.  Viral marketing can strengthen the influence of hijrah intention, halal awareness,  a nd lifestyle on purchasing decisions.
date: 2024-01-26
type: Thesis
type: NonPeerReviewed
format: text
language: id
identifier: https://digilib.uin-suka.ac.id/id/eprint/63566/1/21208012053_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
format: text
language: id
identifier: https://digilib.uin-suka.ac.id/id/eprint/63566/2/21208012053_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf
identifier:   Ernita, NIM.: 21208012053  (2024) HIJRAH INTENTION DAN KEPUTUSAN PEMBELIAN PRODUK HALAL DENGAN VIRAL MARKETING SEBAGAI VARIABEL MODERASI.  Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.