Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh halal foods awareness dan effect social media terhadap keputusan pembelian mie gacoan pada mahasiswa usk dengan religiusitas sebagai variabel moderasi. sampel yang digunakan dalam penelitian berjumlah 100 responden yang dipilih menggunakan teknik proportional stratified random sampling. teknik analisis data yang digunakan berupa analisis regresi linear berganda dan analisis regresi moderasi. hasil penelitian menunjukkan bahwa halal foods awareness tidak bepengaruh terhadap keputusan pembelian mie gacoan pada mahasiwa, sedangkan effect social media berpengaruh positif dan signifikan terhadap keputusan pembelian mie gacoan pada mahasiwa. variabel religiusitas tidak memoderasi dan memperlemah hubungan halal foods awareness dan effect social media terhadap keputusan pembelian mie gacoan pada mahasiswa. kata kunci: halal foods awareness, effect social media, religiusitas, keputusan pembelian, mie gacoan

This study aims to analyze the effect of halal foods awareness and the effect of social media on purchasing decisions for gacoan noodles on usk students with religiosity as a moderating variable. The sample used in the study amounted to 100 respondents selected using the Proportional Stratified Random Sampling technique. The data analysis technique used is multiple linear regression analysis and moderation regression analysis. The results showed that halal foods awareness has no effect on purchasing decisions for gacoan noodles in students, while the effect of social media has a positive and significant effect on purchasing decisions for gacoan noodles in students. The religiosity variable does not moderate and weaken the relationship between halal foods awareness and the effect of social media on purchasing decisions for gacoan noodles in students. Keywords: Halal Foods Awareness, Social Media Effect, Religiosity, Purchase Decision, Gacoan Noodles