Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh sertifikasi halal dan variasi produk terhadap minat beli ulang, dengan kepuasan konsumen sebagai variabel mediasi, pada Khaza Cake sebuah UMKM berbasis industri rumahan di Aceh Besar yang telah bersertifikat halal. Latar belakang penelitian ini didasarkan pada meningkatnya kesadaran konsumen Muslim terhadap pentingnya jaminan kehalalan produk serta kebutuhan akan ragam produk yang sesuai preferensi individu. Sertifikasi halal dan variasi produk dipandang sebagai faktor strategis yang dapat memperkuat kepercayaan konsumen, meningkatkan kepuasan, serta mendorong loyalitas. Penelitian ini menggunakan pendekatan kuantitatif dengan analisis Structural Equation Modeling berbasis Partial Least Square (PLS) melalui SmartPLS. Data diperoleh dari 112 responden konsumen Khaza Cake yang telah melakukan pembelian ulang. Hasil penelitian menunjukkan bahwa sertifikasi halal dan variasi produk berpengaruh positif dan signifikan terhadap kepuasan konsumen, yang selanjutnya berpengaruh signifikan terhadap minat beli ulang. Kepuasan konsumen juga terbukti memediasi hubungan antara kedua variabel independen dan minat beli ulang. Temuan ini memberikan implikasi teoritis dan praktis bagi pengembangan strategi pemasaran UMKM berbasis nilai dan preferensi konsumen
Kata kunci: Sertifikasi Halal, Varian Produk, Kepuasan Konsumen, Minat Beli Ulang, UMKM.

This study aims to analyze the effect of halal certification and product variety on repurchase intention, with customer satisfaction as a mediating variable, at Khaza Cake, a home industry-based MSME in Aceh Besar that has been halal certified. The background of this research is based on the increasing awareness of Muslim consumers of the importance of guaranteeing the halalness of products and the need for a variety of products that suit individual preferences. Halal certification and product variety are seen as strategic factors that can strengthen consumer trust, increase satisfaction, and encourage loyalty. This research uses a quantitative approach with Structural Equation Modeling analysis based on Partial Least Square (PLS) through SmartPLS. Data were obtained from 112 Khaza Cake consumer respondents who have made repeat purchases. The results showed that halal certification and product variety have a positive and significant effect on customer satisfaction, which in turn has a significant effect on repurchase intention. Customer satisfaction is also proven to mediate the relationship between the two independent variables and repurchase intention. These findings provide theoretical and practical implications for the development of MSME marketing strategies based on consumer values and preferences. Keywords: Halal Certification, Product Variants, Consumer Satisfaction, Repurchase Intention, MSMEs.