Konsekuensi altruism dan moral obligation pada umkm makanan di jakarta.
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Willy Arafah
Kata Kunci : Altruism, Electronic Word Of Mouth, Halal Brand Image, Moral Obligation, Purchase Intention.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_SK_SMJ_022002002004_Halaman-Judul.pdf | 13 | |
| 2. | 2024_SK_SMJ_022002002004_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2024_SK_SMJ_022002002004_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2024_SK_SMJ_022002002004_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2024_SK_SMJ_022002002004_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2024_SK_SMJ_022002002004_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2024_SK_SMJ_022002002004_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 6 | |
| 8. | 2024_SK_SMJ_022002002004_Bab-1.pdf | 12 | |
| 9. | 2024_SK_SMJ_022002002004_Bab-2.pdf | 22 |
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| 10. | 2024_SK_SMJ_022002002004_Bab-3.pdf | 19 |
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| 11. | 2024_SK_SMJ_022002002004_Bab-4.pdf | 8 |
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| 12. | 2024_SK_SMJ_022002002004_Bab-5.pdf | 4 | |
| 13. | 2024_SK_SMJ_022002002004_Daftar-Pustaka.pdf | 4 | |
| 14. | 2024_SK_SMJ_022002002004_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis Konsekuensi Altruism dan MoralObligation terhadap Halal Brand Image dan Purchase Intention melalui ElectronicWord of Mouth pada UMKM makanan di Jakarta. Data diperoleh dengan menyebarkankuesioner secara online kepada konsumen menikmai makanan halal dan berdomisilidi Jakarta. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 220responden dengan teknik pengambilan sampel yaitu purposive sampling. Metodeanalisis data yang digunakan dalam penelitian ini adalah Structural Equation Model(SEM) dengan menggunakan software AMOS 21.Hasil penelitian ini menunjukan bahwa Altruism berpengaruh positif terhadapElectronic Word Of Mouth, Moral Obligation berpengaruh positif terhadap ElectronicWord Of Mouth, Electronic Word Of Mouth berpengaruh positif terhadap Halal BrandImage, Electronic Word Of Mouth berpengaruh positif terhadap Purchase Intention,Halal Brand Image berpengaruh positif terhadap Purchase Intention
T This research aims to analyze Consequences of Altruism and Moral Obligation onHalal Brand Image and Purchase Intention through Electronic Word of Mouth on foodMSMEs in Jakarta. Data was obtained by distributing questionnaires online toconsumers who enjoy halal food and live in Jakarta. The number of samples used inthis research was 220 respondents with the sampling technique namely purposivesampling. The data analysis method used in this research is Structural Equation Model(SEM) using AMOS 21 software.The results of this research show that Altruism has a positive effect on Electronic WordOf Mouth, Moral Obligation has a positive effect on Electronic Word Of Mouth,Electronic Word Of Mouth has a positive effect on Halal Brand Image, ElectronicWord Of Mouth has a positive effect on Purchase Intention, Halal Brand Image has apositive effect on Purchase Intention
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