RELIGIOUSITY COMMITMENT DALAM MEMODERASI HUBUNGAN BRAND AWARENESS TERHADAP NIAT PEMBELIAN
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Published:
Sep 6, 2014
Keywords:
awareness, religousity commitment, niat pembelian
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Abstract
Penelitian ini bertujuan untuk mengetahui 1). Pengaruh brand awareness terhadap niat pembelian pada toko roti merk Islami, 2). Pengaruh religousity commitment terhadap niat pembelian pada toko roti merk Islami, 3). Peranan religousity commitment sebagai variabel moderator yang dapat memperkuat pengaruh brand awareness terhadap niat pembelian pada toko roti merk Islami. Jenis penelitian adalah survey. Populasinya adalah konsumen yang melakukan pembelian pada 3 toko roti Merk Islami di Kota/Kabupaten Malang, yaitu Toko Roti Amanah, Toko Roti As Sunnah, dan Toko Roti Madinah. Teknik pengambilan sampelnya adalah accidental sampling. Penelitian ini menggunakan metode analisis Moderated Regression Analysis. Hasil analisis menunjukkan variabel brand awareness dan religousity commitment berpengaruh positif dan signifikan terhadap niat pembelian. Religousity commitment tidak dapat berperan sebagai variabel moderasi terhadap hubungan brand awareness terhadap niat pembelian merk produk Islam
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How to Cite
Mudzakkir, M. F., & Nurfarida, I. N. (2014). RELIGIOUSITY COMMITMENT DALAM MEMODERASI HUBUNGAN BRAND AWARENESS TERHADAP NIAT PEMBELIAN. Jurnal Ekonomi Modernisasi, 10(3), 170–177. https://doi.org/10.21067/jem.v10i3.850
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References
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Sood, J. & Nasu, Y. (1995). Religiosity and nationality: An exploratory study of their effect on consumer behaviour in Japan and the United States. Journal of Business Research, 34, 1-9
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Worthington, E. L., Wade, N. G., Hight T. L., Ripley, J. S., McCullough, M. E., Berry, J. W., Schmitt, M. M., Berry, J. T., Bursley, K. H., & O’Connor, L. (2003). The religiousity commitment inventory–10: Development, refinement and validation of a brief scale for research and counselling. J. Couns. Psychol., 50, 84-96
Mokhlis, Safiek. 2010. Religious Contrasts in Consumer Shopping Styles: A Factor Analytic Comparison, Journal of Business Studies Quarterly 2010, Vol. 2, No. 1, pp. 52-64
Dharmmesta, Basu Swasta, (2002). Trying To Act: An Empirical Study of Investigating Higher Education Consumers. Gadjah Mada International Journal of Business, Vol 4, No. 1
Delener, N. 1994. Religious contrasts in consumer decision behavior patterns: Their dimensions and marketing implications. European Journal of Marketing, 28(5), 36-53
Esso, Nittin and Dibb, Sally. 2004. “Religious Influences On Shopping Behaviour : An Exploratory Studyâ€. Journal of Marketing Management, Vol. 20, PP. 682-712.
Hoeffler, S., & Keller, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy & Marketing, 21(1), 78-89
Kardes, R Frank. (2001). Consumer Behavior and Managerial Decision Making. Second Edition, Pearson Education Inc. New Jersey
Keller, Kevin Lane, 1993. Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, Vol. 57, No. 1 (Jan., 1993), pp. 1-22
Liana, Lie, 2009. Penggunaan MRA dengan Spss untuk Menguji Pengaruh Variabel Moderating terhadap Hubungan antara Variabel Independen dan Variabel Dependen, Jurnal Teknologi Informasi DINAMIK Volume XIV, No.2, Juli 2009 : 90-97
Macdonald, E. K., ＆ Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research, 48, 5-15
McDaniel, S. W. & Burnett, J. J. (1990). Consumer religiosity and retail store evaluative criteria. Journal of the Academy of Marketing Science, 18 , 101-112.
Mowen, John C and Minor, Michael (2002), “Perilaku Konsumenâ€, PT. Penerbit Erlangga
Sandikci, Ozlem and Ger, Güliz, 2011. Islam, Consumption and Marketing: Going Beyond the Essentialist Approaches. Handbook of Islamic Marketing, Ozlem Sandikci and Gillian Rice, eds., Edward Elgar.
Sood, J. & Nasu, Y. (1995). Religiosity and nationality: An exploratory study of their effect on consumer behaviour in Japan and the United States. Journal of Business Research, 34, 1-9
Vitell, Scott, J. 2009. “The Role of Religiosity in Business and Consumer Ethics: A Review of the Literatureâ€. Journal of Business Ethics , Vol. 90, PP. 155-167
Worthington, E. L., Wade, N. G., Hight T. L., Ripley, J. S., McCullough, M. E., Berry, J. W., Schmitt, M. M., Berry, J. T., Bursley, K. H., & O’Connor, L. (2003). The religiousity commitment inventory–10: Development, refinement and validation of a brief scale for research and counselling. J. Couns. Psychol., 50, 84-96