Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menguji pengaruh merek, sikap, dan pengetahuan merek terhadap niat beli serta dampaknya pada keputusan pembelian produk makanan organik di banda aceh. dalam penelitian ini populasi adalah seluruh konsumen produk makanan organik di banda aceh. sampel penelitian adalah sebanyak 200 orang. metode analisis yang digunakan adalah partial least square (pls). hasil penelitian menunjukkan bahwa merek berpengaruh positif terhadap niat beli, sikap berpengaruh positif terhadap niat beli, pengetahuan merek berpengaruh positif terhadap niat beli, merek berpengaruh positif terhadap keputusan pembelian, sikap berpengaruh positif terhadap keputusan pembelian, pengetahuan merek berpengaruh positif terhadap keputusan pembelian, dan niat beli berpengaruh positif terhadap keputusan pembelian. selanjutnya untuk pengujian mediasi, niat beli memediasi secara parsial penagruh merek, sikap, dan pengetahuan merek terhadap keputusan pembelian produk makanan organik di banda aceh kata kunci: keputusan pembelian, niat beli, merek, sikap pengetahuan merek

This study aims to examine the influence of brand, attitude, and brand knowledge on purchase intention and its impact on purchasing decisions of organic food products in Banda Aceh. In this study, the population is all Consumers of Organic Food Products in Banda Aceh. The research sample is 200 people. The analysis method used is Partial Least Square (PLS). The results of the study indicate that the brand has a positive effect on repurchase intention, attitude has a positive effect on repurchase intention, brand knowledge has a positive effect on repurchase intention, brand has a positive effect on purchasing decisions, attitude has a positive effect on purchasing decisions, brand knowledge has a positive effect on purchasing decisions, and repurchase intention has a positive effect on purchasing decisions. Furthermore, for mediation testing, repurchase intention partially mediates the influence of brand, attitude, and brand knowledge on purchasing decisions of Organic Food Products in Banda Aceh Keywords: Purchase Decision, Repurchase Intention, Brand, Attitude Brand Knowledge.