Electronic Theses and Dissertation

Kehadiran mcdonald's pertama kali di aceh yang berlokasi di jl. dr. mr. mohd hasan, batoh, kec. lueng bata, kota banda aceh memicu antusiasme pada masyarakat kota banda aceh khususnya kalangan generasi z yang sangat peka terhadap hal hal baru, terbukti dari antrian panjang saat pembukaan gerai. penelitian ini bertujuan untuk mengidentifikasi pengaruh consumer excitement, product knowledge, dan halal awareness terhadap minat beli produk mcdonald's di banda aceh. penelitian ini menggunakan model analisis regresi linier berganda. jumlah responden penelitian ini sebanyak 107 yang tentukan dengan menggunakan rumus hair. data dianalisis menggunakan software ibm spss statistic 25. hasil uji t penelitian ini menunjukkan bahwa consumer excitement dan product knowledge menunjukkan pengaruh positif dan signifikan terhadap minat beli produk mcdonald’s pada generasi z di banda aceh. sedangkan hasil uji t pada variabel halal awareness menunjukkan pengaruh negatif dan signifikan terhadap minat beli produk mcdonald’s pada generasi z di banda aceh. hasil uji f menunjukkan bahwa variabel consumer excitement, product knowledge dan halal awareness secara bersama-sama berpengaruh positif dan signifikan terhadap minat beli produk mcdonald’s pada generasi z di banda aceh. kata kunci: consumer excitement, product knowledge, halal awareness, minat beli, generasi z, mcdonald’s

The presence of McDonald's for the first time in Aceh, which is located on Jl. Dr. Mr. Mohd Hasan, Batoh, Kec. Lueng Bata, Banda Aceh City, sparked enthusiasm in the people of Banda Aceh City, especially among generation Z who are very sensitive to new things, as evidenced by the long queue at the opening of the outlet. This study aims to identify the effect of consumer excitement, product knowledge, and halal awareness on buying interest in McDonald's products in Banda Aceh. This study uses multiple linear regression analysis models. The number of respondents in this study was 107 which was determined using the Hair formula. The results of the t test in this study indicate that Consumer Excitement and Product Knowledge show a positive and significant influence on Buying Interest in McDonald's products for generation Z in Banda Aceh. Meanwhile, the results of the t test on the Halal Awareness Variable show a negative and significant effect on Buying Interest in McDonald's products for generation Z in Banda Aceh. The results of the F test show that the Consumer Excitement, Product Knowledge and Halal Awareness variables together have a positive and significant effect on buying interest in McDonald's products for generation Z in Banda Aceh. Keywords: consumer excitement, product knowledge, halal awareness, purchase intention, Generation Z, McDonald's