Apakah Sebuah Iklan Dapat Mempengaruhi Konsumen Berlangganan terhadap Restoran Halal?

Andika Nuraga Budiman
Muhamad Refki Novesar
Hilma Suyana

Abstract


The investigation of consumer’s perception was widely comprehensive. Many advertisements are represented as campaign of enterprises to promote their company. This is depending on the image of restaurant to shape consumer’s perception towards halal restaurant. This study was investigating the consumer’s perception towards halal restaurant in Bogor. The investigation was accomplished using quantitative method with 100 respondents who live in Bogor. From the factor analysis result was identified by small components which able to be used as clarification for a number of interrelated variables among the advertisement, consumers attitude and subscribing halal restaurant. Analysis result was found that the consumer’s attitude does not have major mediating effect towards the relationship between advertisement to be the customer of halal restaurant.

Investigasi persepsi konsumen sangat luas. Banyak iklan diwakili sebagai kampanye perusahaan untuk mempromosikan perusahaan mereka. Ini tergantung pada citra restoran untuk membuat persepsi konsumen terhadap restoran halal. Studi ini menyelidiki persepsi konsumen terhadap restoran halal di Bogor. Penyelidikan dilakukan dengan metode kuantitatif dengan 100 responden berdasarkan tempat tinggal mereka di Bogor. Hasil analisis dalam penelitian ini sangat bagus. Dari hasil analisis faktor, diidentifikasi komponen kecil yang dapat digunakan sebagai klarifikasi untuk sejumlah variabel yang saling terkait antara iklan, sikap konsumen dan berlangganan restoran halal. Hasil analisis mendapatkan bahwa sikap konsumen tidak memberikan efek mediasi yang besar pada hubungan periklanan dengan berlangganan restoran halal.


Keywords


advertisement;consumer’s attitude;halal restaurant

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DOI: https://doi.org/10.24176/bmaj.v3i2.5359

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