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Analisis Faktor Yang Memengaruhi Intensi Konsumen Muslim Membeli Kembali Madu Murni: Pendekatan Menggunakan Behavioral Reasoning Theory

The increasing public knowledge of the importance of health has led to a high demand for alternative sweeteners other than sugar. One of the most popular alternatives is honey. Honey is believed to help boost the immune system and prevent various diseases. Due to its benefits, the trend of public demand for honey is increasing so that it is a business concern to take advantage of this potential. In order to win the market, businesses must establish consumer-brand relationships by presenting consumers' feelings of love for the honey brand (brand love), which in turn will shape the intention of Muslim consumers to buy pure honey again (repurchase intention). This study analyzes the factors that can encourage repurchase intentions for honey products in the Muslim consumer segment, apart from the large amount, honey is mentioned a lot in the Quran so that it has more value in the eyes of the Muslim consumer segment. Data were analyzed using Covariance Based Square Structural Equation Model (CB-SEM) assisted by AMOS 26 software. The results of this study are Health Consciousness, Reasons For, Attitude contribute to influence Brand Love which in turn positively affects Repurchase Intention. And there is no prove that Reasons For and Environmental Concern affecting variables in this study. The results of this study can be useful for natural honey strakeholders to form new branding in marketing their products..Ada Tabel

Ketersediaan

Call NumberLocationAvailable
13783PSB lt.2 - Karya Akhir1
PenerbitDepok: Program Studi Bisnis Islam Fakultas Ekonomi dan Bisnis UI
Edisi-
SubjekRepurchase intention
Behavioral Reasoning Theory
Natural Honey
ISBN/ISSN-
Klasifikasi-
Deskripsi Fisikxiv, 151 p. ; diagr. ; 30 cm
Info Detail Spesifik-
Other Version/RelatedTidak tersedia versi lain
Lampiran BerkasTidak Ada Data