PENGARUH PERSEPSI GENERASI Z MUSLIM TENTANG SERTIFIKASI HALAL DAN CITRA MEREK TERHADAP KREDIBILITAS MEREK SHEREEN CAKES AND BREADS DI BANDAR LAMPUNG

MELLA, HERILZA (2026) PENGARUH PERSEPSI GENERASI Z MUSLIM TENTANG SERTIFIKASI HALAL DAN CITRA MEREK TERHADAP KREDIBILITAS MEREK SHEREEN CAKES AND BREADS DI BANDAR LAMPUNG. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Generasi Z sebagai digital native semakin kritis dalam memilih produk makanan dan minuman, terutama yang bersertifikat halal. Dengan mayoritas penduduk Indonesia beragama Islam, aspek halal menjadi kebutuhan penting. Penelitian ini menelaah pengaruh persepsi Generasi Z Muslim tentang sertifikasi halal dan citra merek terhadap kredibilitas Shereen Cakes and Breads di Bandar Lampung. Jenis penelitian ini adalah penelitian kuantitatif. Penelitian ini termasuk penelitian lapangan (field reseacrh). Teknik penentuan sampel yang digunakan yaitu teknik purposive sampling. Sampel dalam peneitian ini berjumlah 100 orang pelanggan Shereen Cakes and Breads di Bandar Lampung. Teknik pengumpulan data dengan menggunakan angket. Teknik analisa data dengan analisis regresi linear berganda dan uji hipotesis Hasil penelitian menyimpulkan bahwa Persepsi Generasi Z muslim tentang sertifikasi halal dan citra merek berpengaruh secara simultan terhadap kredibilitas merek Shereen Cakes And Breads di Kota Bandar Lampung. Ini berarti bahwa ketika kedua faktor tersebut sertifikasi halal dan citra merek dipadukan, keduanya mampu membentuk persepsi positif yang kuat terhadap kepercayaan dan keyakinan konsumen terhadap merek. Perspektif manajemen bisnis syariah, pengaruh persepsi Generasi Z muslim tentang sertifikasi halal dan citra merek terhadap kredibilitas merek Shereen Cakes And Breads di Kota Bandar Lampung menunjukkan dalam membangun kredibilitas merek di kalangan Generasi Z muslim sangat dipengaruhi oleh keseimbangan antara aspek halal yang berorientasi pada kepatuhan syariat dan citra merek yang berorientasi pada nilai-nilai etika serta kepuasan konsumen. ABSTRACT As digital natives, Generation Z is increasingly critical in selecting food and beverage products, especially those certified halal. With the majority of Indonesia's population being Muslim, halal certification has become a crucial requirement. This study examines the influence of Generation Z Muslims' perceptions of halal certification and brand image on the credibility of Shereen Cakes and Breads in Bandar Lampung. This research is quantitative and includes field research. The sampling technique used was purposive sampling. The sample size for this study was 100 customers of Shereen Cakes and Breads in Bandar Lampung. Data collection used a questionnaire. Data analysis used multiple linear regression analysis and hypothesis testing. The study concluded that Generation Z Muslims' perceptions of halal certification and brand image simultaneously influence the credibility of the Shereen Cakes and Breads brand in Bandar Lampung. This means that when these two factors, halal certification and brand image, are combined, they can form a strong positive perception of consumer trust and confidence in the brand. From a sharia business management perspective, the influence of Generation Z Muslims' perceptions of halal certification and brand image on the credibility of the Shereen Cakes and Breads brand in Bandar Lampung City shows that building brand credibility among Generation Z Muslims is strongly influenced by the balance between halal aspects oriented towards sharia compliance and brand image oriented towards ethical values and consumer satisfaction.

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