PENGARUH PRICE FAIRNESS, HALAL AWARENESS, DAN PRODUCT QUALITY TERHADAP KEPUASAN PELANGGAN PADA PRODUK MIE GACOAN DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Gen Z Muslim Di Kota Bandar Lampung)

MEIVTHA, AULIA ANANTA (2026) PENGARUH PRICE FAIRNESS, HALAL AWARENESS, DAN PRODUCT QUALITY TERHADAP KEPUASAN PELANGGAN PADA PRODUK MIE GACOAN DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Gen Z Muslim Di Kota Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Industri makanan dan minuman di Indonesia terus berkembang seiring meningkatnya daya beli masyarakat dan tingginya permintaan terhadap produk kuliner halal. Mie Gacoan sebagai salah satu restoran mie pedas yang populer di kalangan Generasi Z Muslim menghadapi tantangan dalam mempertahankan kepuasan pelanggan, terutama terkait persepsi kewajaran harga setelah adanya penyesuaian harga menu, meningkatnya perhatian konsumen terhadap kehalalan produk, serta konsistensi kualitas produk yang diterima pelanggan. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh Price Fairness, Halal Awareness, dan Product Quality terhadap kepuasan pelanggan pada produk Mie Gacoan dalam perspektif bisnis Islam. Penelitian ini menggunakan pendekatan kuantitatif dengan sampel 96 responden Generasi Z Muslim di Kota Bandar Lampung yang ditentukan melalui teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan metode Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan seluruh indikator valid dan reliabel. Variabel Price Fairness (X1), Halal Awareness (X2), dan Product Quality (X3) berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan (Y). Nilai R² sebesar 0,701 menunjukkan bahwa ketiga variabel mampu menjelaskan 70,1% variasi kepuasan pelanggan. Temuan ini menunjukkan bahwa kewajaran harga, kesadaran halal, dan kualitas produk menjadi faktor penting dalam meningkatkan kepuasan pelanggan Mie Gacoan. Dalam perspektif bisnis Islam, kepuasan pelanggan terbentuk melalui penerapan prinsip keadilan, kehalalan, dan kualitas produk yang sesuai dengan prinsip halalan thayyiban. Kata Kunci : Price Fairness, Halal Awareness, Product Quality, Kepuasan Pelanggan, Bisnis Islam. ABSTRACT The food and beverage industry in Indonesia continues to grow along with increasing consumer purchasing power and rising demand for halal culinary products. Mie Gacoan, as one of the most popular spicy noodle restaurant chains among Muslim Generation Z consumers, faces challenges in maintaining customer satisfaction, particularly regarding perceptions of price fairness following menu price adjustments, growing consumer concern about product halalness, and the consistency of product quality received by customers. Therefore, this study aims to analyze the influence of Price Fairness, Halal Awareness, and Product Quality on customer satisfaction toward Mie Gacoan products from the perspective of Islamic business. This study employed a quantitative approach with a sample of 96 Muslim Generation Z respondents in Bandar Lampung City selected through a purposive sampling technique. Data were collected through questionnaires and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4 software. The results indicate that all indicators are valid and reliable. The variables Price Fairness (X1), Halal Awareness (X2), and Product Quality (X3) have a positive and significant effect on Customer Satisfaction (Y). The R² value of 0.701 indicates that these three variables explain 70.1% of the variance in customer satisfaction. These findings suggest that price fairness, halal awareness, and product quality are important factors in enhancing customer satisfaction at Mie Gacoan. From the perspective of Islamic business, customer satisfaction is established through the implementation of fairness, halal assurance, and product quality in accordance with the principle of halalan thayyiban. Keywords : Price Fairness, Halal Awareness, Product Quality, Customer Satisfaction, Islamic Business.

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