Religiusitas, Islamic Branding terhadap Keputusan Konsumen Berbelanja pada Ritel Modern dan Tradisional

Authors

  • Muhammad Naufal Hidayat Universitas Islam Negeri Ar-Raniry Banda Aceh

DOI:

https://doi.org/10.22373/jar.v6i1.10275

Keywords:

religiosity, Islamic branding, halal label, consumer decision, quantitative

Abstract

This study aims to analyze the influence of religiosity and Islamic Branding / Halal Label on consumer decisions to shop at modern and traditional retailers in Banda Aceh City. The method used in this research is a quantitative method with an explanatory approach and using a questionnaire instrument. The data collection technique is primary using purposive sampling technique. Data analysis using multiple linear regression. The place of research is in the city of Banda Aceh. The data used are primary data obtained through a questionnaire instrument. Data collection techniques using purposive sampling technique. Data analysis using the statistical method of multiple linear regression analysis. The results showed that Religiosity (X1) and Islamic Branding / Halal Label (X2) influenced consumer decisions in shopping at modern retailers in Banda Aceh City by 0.596 and 0.377, respectively. Meanwhile, in traditional retail, Religiosity (X1) and Islamic Branding / Halal Label (X2) affect consumer decisions in shopping by 0.057 and 0.395, respectively.

References

Badan Pusat Statistik Kota Banda Aceh, Banda Aceh Dalam Angka, Banda Aceh, BPS Kota Banda Aceh, 2018.

Christina Whidya Utami, Manajemen Ritel: Strategi dan Implementasi Operasional Bisnis Modern di Indonesia Edisi 2, Salemba Empat: Jakarta, 2010.

Fatimah Zuhra, “Analisis Pola Sebaran Ritel Modern Di Kota Banda Aceh”. Jurnal Ilmiah Mahasiswa, No. 2, Vol. 4 (2019): 114.

Monzer Kahft, Ekonomi Islam; Telaah Analitik Terhadap Fungsi Sistem Ekonomi Islam, Yogyakarta: Pustaka Pelajar, 1995.

Sopa, Sertifikasi Halal Majelis Ulama Indonesia: Studi Atas Fatwa MUI Terhadap Produk Makanan, Obat-Obatan dan Kosmetika, Jakarta: GP Press, 2013.

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Published

2021-07-15

Issue

Vol. 6 No. 1 (2019): Ar-Raniry: International Journal of Islamic Studies

Section

Articles

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