Electronic Theses and Dissertation

ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh halal brand awareness dan
halal label terhadap purchase decision Saudi Store Kota Banda Aceh dengan
religiosity sebagai variabel moderasi. Data yang digunakan dalam penelitian ini
meliputi data primer dan sekunder. Populasi penelitian ini adalah konsumen Saudi
Store yang berdomisili di Kota Banda Aceh, dengan total sampel sebanyak 150
responden. Jumlah sampel ditentukan menggunakan rumus Hair dan diambil
menggunakan teknik non-probability sampling. Penelitian ini menggunakan
pendekatan kuantitatif dengan pengumpulan data melalui kuesioner. Data yang
diperoleh dianalisis dengan regresi linear berganda dan Moderate Regression
Analysis (MRA), yang kemudian dianalisis dengan program pengolah data SPSS.
Hasil penelitian menunjukkan halal brand awareness dan halal label berpengaruh
positif dan signifikan terhadap purchase decision Saudi Store Kota Banda Aceh.
Hasil penelitian ini menunjukkan bahwa religiosity berperan sebagai variabel pure
moderation dalam hubungan antara halal brand awareness dan purchase decision
di mana interaksi religiosity memperkuat pengaruh halal brand awareness terhadap
purchase decision. Kemudian hasil penelitian ini menunjukkan bahwa religiosity
berperan sebagai variabel pure moderation dalam hubungan antara halal label dan
purchase decision pada konsumen Saudi Store Kota Banda Aceh, namun interaksi
religiosity memperlemah pengaruh halal label terhadap purchase decision.

Kata Kunci: Halal Brand Awareness, Halal Label, Religiosity, Purchase Decision,
Banda Aceh.

ABSTRACT This research aims to determine the effect of halal brand awareness and halal label on the purchase decision of Saudi Store in Banda Aceh City with religiosity as a moderating variable. The data used in this research include primary and secondary data. The population of this study were Saudi Store consumers domiciled in Banda Aceh City, with a total sample of 150 respondents. The number of samples was determined using the Hair formula and taken using a non-probability sampling technique. This research used a quantitative approach with data collection through questionnaires. The data obtained were analyzed using multiple linear regression and Moderate Regression Analysis (MRA), which were then analyzed using the SPSS data processing program. The results showed that halal brand awareness and halal label had a positive and significant effect on the purchase decision of Saudi Store in Banda Aceh City. The results of this research indicate that religiosity acts as a pure moderating variable in the relationship between halal brand awareness and purchase decision where the interaction of religiosity strengthens the influence of halal brand awareness on purchase decision. Then the results of this research show that religiosity plays a role as a pure moderating variable in the relationship between halal labels and purchase decisions among Saudi Store consumers in Banda Aceh City, but the interaction of religiosity weakens the influence of halal labels on purchase decisions. Keywords: Halal Brand Awareness, Halal Label, Religiosity, Purchase Decision, Banda Aceh.