RELIGIOUSITY COMMITMENT DALAM MEMODERASI HUBUNGAN BRAND AWARENESS TERHADAP NIAT PEMBELIAN

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Mohammad Fakhruddin Mudzakkir
Iva Nurdiana Nurfarida

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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