PENGARUH LOGO HALAL, STORE ATMOSPHERE, DAN SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN DI RESTORAN MIE GACOAN SALATIGA DENGAN PENGETAHUAN KONSUMEN SEBAGAI VARIABEL MODERATING

Indriani, Reni (2023) PENGARUH LOGO HALAL, STORE ATMOSPHERE, DAN SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN DI RESTORAN MIE GACOAN SALATIGA DENGAN PENGETAHUAN KONSUMEN SEBAGAI VARIABEL MODERATING. Other thesis, IAIN SALATIGA.

	Text THESIS KOMPLIT.pdf Download (2MB)
	Text THESIS KOMPLIT.pdf Download (2MB)

Abstract

Reni Indriani A. 2023. "The influence of the halal logo, Store Atmosphere, and Service Quality on purchasing decisions at Mie Gacoan Restaurant Salatiga with consumer knowledge as a moderating variable". This study aims to examine the effect of the halal logo on purchasing decisions, store atmosphere on purchasing decisions, service quality on purchasing decisions at Mie Gacoan Restaurant Salatiga. This study also examines consumer knowledge as a moderating variable of the halal logo on purchasing decisions, store atmosphere on purchasing decisions and service quality on purchasing decisions at Mie Gacoan Restaurant Salatiga. This research was included in the type of causal research with a quantitative approach. The population of this research was the visitors of Mie Gacoan Restaurant Salatiga who are Muslim by taking the number of respondents through a non-probability sampling technique with a convenience sampling technique using the Lameshow formula in determining the sample so that 100 respondents are obtained. The data collection technique was carried out by means of a questionnaire through the Google Form. Data analysis was performed with SmartPLS 3 Software on the outer model and inner model tests. The results of the study show that (1) the halal logo has no positive and significant effect on purchasing decisions at Mie Gacoan Restaurant Salatiga. (2) Store Atmosphere, has a positive and significant effect on the variable Purchase Decision at Salatiga Gacoan Noodle Restaurant, (3) Service Quality has a positive and significant effect on the Purchase Decision variable at Gacoan Noodle Restaurant Salatiga. (4) Consumer knowledge can strengthen the effect of the halal logo on purchasing decisions at Mie Gacoan Restaurant Salatiga, (5) Consumer knowledge can strengthen the influence of Store Atmosphere on Purchasing Decisions at Mie Gacoan Restaurant Salatiga and (6) Consumer Knowledge can strengthen the influence of Store Atmosphere, on Purchase Decision at Salatiga Gacoan Noodle Restaurant. These findings can provide a basis for companies to develop more effective marketing strategies by communicating clearly about a comfortable store atmosphere and good service quality to consumers so as to increase sales. For future researchers, they can conduct a more in-depth analysis of the factors that might influence the non-influence of the halal logo on purchasing decisions or conduct further research after the halal certificate has been issued. Keywords: Lago Halal, Store Atmosphere, Service Quality, Consumer Knowledge, Purchase Decision

Actions (login required)

View Item