Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menganalisis pengaruh product knowledge dan product involvement terhadap purchase decision making secara online dengan halal brand awareness sebagai variabel moderasi pada generasi z di kota banda aceh. latar belakang penelitian ini didorong oleh meningkatnya konsumsi produk halal di kalangan generasi muda yang religius dan melek digital. metode penelitian menggunakan pendekatan kuantitatif melalui kuesioner terhadap 100 responden generasi z yang telah berbelanja produk halal secara online. analisis data dilakukan menggunakan analisis regresi linear berganda dan regresi moderasi. hasil menunjukkan bahwa product knowledge dan product involvement berpengaruh positif dan signifikan terhadap purchase decision making secara online pada generasi z di kota banda aceh, sedangkan halal brand awareness tidak memoderasi atau memperlemah hubungan product knowledge dan product involvement terhadap purchase decision making secara online pada generasi z di kota banda aceh. kata kunci: product knowledge, product involvement, halal brand awareness, purchase decision making secara online, generasi z.

ABSTRACT This study aims to analyze the effect of product knowledge and product involvement on online purchase decision making with halal brand awareness as a moderating variable among Generation Z in Banda Aceh. The background of this study is driven by the increasing consumption of halal products among religious and digitally literate young people. The research method used a quantitative approach through a questionnaire administered to 100 Generation Z respondents who had purchased halal products online. Data analysis was performed using multiple linear regression and moderation regression. The results show that product knowledge and product involvement have a positive and significant effect on online purchase decision making among Generation Z in Banda Aceh, while halal brand awareness does not moderate or weaken the relationship between product knowledge and product involvement on online purchase decision making among Generation Z in Banda Aceh. Keywords: Product Knowledge, Product Involvement, Halal Brand Awareness, Online Purchase Decision Making, Generation Z.