Electronic Theses and Dissertation

Studi ini memiliki tujuan untuk menganalisis pengaruh halal awareness danislamic lifestyle pada keputusan pembelian produk pt. paragon technology and innovation, dengan religiusitas sebagai variabel pemoderasi di kota banda aceh. metode kuantitatif diterapkan dalam studi ini melalui penyebaran kuesioner kepada 125 responden, kemudian data dianalisis dengan teknik regresi linear berganda dan moderated regression analysis (mra), melalui software spss. hasil studi memperlihatkan, halal awareness dan islamic lifestyle memberikan pengaruh signifikan pada keputusan pembelian produk pt. paragon technology and innovation. akan tetapi, religiusitas tidak mampu memoderasi kedua hubungan tersebut. temuan ini mengindikasikan bahwa di wilayah mayoritas muslim,kesadaran halal dan gaya hidup islami sudah menjadi norma umum yang tidak bergantung pada tingkat religiusitas individu. kata kunci: halal awareness, islamic lifestyle, keputusan pembelian, religiusitas, pt. paragon

The purpose of this research to examine the effect of Halal Awareness and Islamic Lifestyle on the purchase decision of PT. Paragon Technology and Innovation’s products, with religiosity as a moderating variable in Banda Aceh city. This study applied a quantitative method, through questionnaire distribution to 125 respondents. The data were analyzed using multiple linear regression techniques and Moderated Regression Analysis (MRA) using SPSS software. The findings reveal that Halal Awareness and Islamic Lifestyle significantly influence consumer purchasing decisions toward PT. Paragon Technology and Innovation products. However, religiosity does not moderate the relationships between the variabels. These findings indicate that in Muslim-majority areas, Halal Awareness and Islamic Lifestyle have become common norms that do not depend on individual levels of religiosity. Keywords: Halal Awareness, Islamic Lifestyle, Purchase Decision, Religiosity, PT. Paragon