PENGARUH CONSUMER ANIMOSITY DAN PRODUCT JUDGEMENT TERHADAP PURCHASE WILLINGNESS PADA MCDONALD’S DITINJAU DALAM PERSPEKTIF BISNIS ISLAM (Studi Kasus pada Konsumen Muslim di Bandar Lampung)

MELIN, AGUSTIN (2025) PENGARUH CONSUMER ANIMOSITY DAN PRODUCT JUDGEMENT TERHADAP PURCHASE WILLINGNESS PADA MCDONALD’S DITINJAU DALAM PERSPEKTIF BISNIS ISLAM (Studi Kasus pada Konsumen Muslim di Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Di era globalisasi dan perkembangan teknologi yang pesat, sektor bisnis, khususnya industri makanan cepat saji, mengalami pertumbuhan signifikan di Indonesia. McDonald's, sebagai salah satu merek makanan cepat saji internasional, menjadi populer di berbagai kota besar termasuk Bandar Lampung. Namun, dalam beberapa waktu terakhir, fenomena boikot terhadap Mcdonald’s telah menjadi sorotan, terutama di kalangan konsumen muslim yang menolak membeli produk dari perusahaan tersebut karena dugaan keterkaitannya dengan konflik Israel-Palestina. Penelitian ini bertujuan untuk menganalisis pengaruh consumer animosity (permusuhan konsumen) dan product judgment (penilaian produk) terhadap purchase willingness (kesediaan membeli) konsumen Muslim McDonald's di Bandar Lampung. Penelitian ini menggunakan metode kuantitatif. Jumlah sampel sebanyak 100 responden menggunkan rumus Slovin. Metode analisis data menggunakan SmartPLS4. Uji analisis data yang digunakan yaitu uji validitas, uji reliabilitas dan uji hipotesis. Hasil penelitian menyebutkan variabel consumer animosity (X1) berpengaruh negatif dan signifikan terhadap purchase willingness (Y) pada restoran cepat saji McDonald’s. Sedangkan untuk hipotesis yang kedua (X2) product judgment berpengaruh positif dan signifikan terhadap purchase willingness (Y) pada restoran cepat saji McDonald’s, serta pengaruh consumer animosity (X1) dan product judgement (X2) berpengaruh secara silmutan terhadap purchase willingness (Y). Kata kunci : Consumer Animosity, Product Judgement, Purchase Willingness. ABSTRACT In the era of globalization and rapid technological development, the business sector, especially the fast food industry, has experienced significant growth in Indonesia. McDonald's, as one of the international fast food brands, has become popular in various big cities including Bandar Lampung. However, in recent times, the phenomenon of boycotting McDonald's has become a highlight, especially among Muslim consumers who refuse to buy products from the company because of its alleged connection to the Israeli-Palestinian conflict. This study aims to analyze the influence of consumer animosity and product judgment on the purchase willingness of Muslim McDonald's consumers in Bandar Lampung. This study uses quantitative methods. The number of samples is 100 respondents using the Slovin formula. The data analysis method uses SmartPLS4. The data analysis tests used are validity tests, reliability tests and hypothesis tests. The results of the study stated that the consumer animosity variable (X1) has a negative and significant effect on purchase willingness (Y) at McDonald's fast food restaurants. While for the second hypothesis (X2) product judgment has a positive and significant effect on purchase willingness (Y) at McDonald's fast food restaurants, and the influence of consumer animosity (X1) and product judgment (X2) have a simultaneous effect on purchase willingness (Y). Keywords: Consumer Animosity, Product Judgment, Purchase Willingness.

Item Type: Thesis (Diploma)
Subjects: Manajemen Bisnis Syariah
Divisions: Fakultas Ekonomi dan Bisnis Islam > Manajemen Bisnis Syariah
Depositing User: LAYANAN PERPUSTAKAAN UINRIL REFERENSI
Date Deposited: 13 Jan 2025 06:40
Last Modified: 13 Jan 2025 06:40
URI: https://repository.radenintan.ac.id/id/eprint/36968

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