KEPUTUSAN PEMBELIAN MAHASISWA INDONESIA DI JERMAN PADA PRODUK SUSU DAN TURUNANNYA (MUSLIM FRIENDLY) BERDASARKAN KOMPOSISI DI KEMASAN

FARHAN MAULANA, . (2025) KEPUTUSAN PEMBELIAN MAHASISWA INDONESIA DI JERMAN PADA PRODUK SUSU DAN TURUNANNYA (MUSLIM FRIENDLY) BERDASARKAN KOMPOSISI DI KEMASAN. Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis keputusan pembelian mahasiswa Indonesia di Jerman pada produk susu dan turunannya yang Muslim friendly berdasarkan komposisi di kemasan. Penelitian dilakukan dengan metode survei dan analisis deskriptif. Pengambilan data dilakukan melalui survei pendahuluan di Jerman dan pengambilan data kuesioner. Responden penelitian berjumlah 110 responden yaitu mahasiswa Indonesia yang tinggal di Jerman minimal 3 bulan dan memiliki pengalaman membeli produk susu di negara tersebut. Hasil penelitian menunjukkan keputusan pembelian mahasiswa Indonesia di Jerman pada produk susu dan turunannya yang muslim friendly didasari oleh tiga faktor utama, yaitu kebutuhan akan produk halal sebesar 81,8%, pengetahuan mengenai kehalalan sebesar 66,7%, serta perilaku konsumen dalam keputusan pembelian sebesar 62,3%. Berdasarkan hasil penelitian diketahui bahwa responden membutuhkan produk susu dan turunannya untuk memenuhi kebutuhannya dan berusaha mencari produk berlabel halal pada kemasan saat membeli produk susu dan turunannya. Akan tetapi, responden memiliki keterbatasan pengetahuan dalam memahami kehalalan secara spesifik seperti adanya enzim rennet pada keju, gelatin pada yoghurt, dan sumber lemak pada butter. Responden lebih tertarik pada produk susu dan turunnannya dengan harga diskon dan mempertimbangkan saran dari teman atau keluarga dalam keputusan pembelian, sehingga membaca komposisi tidak menjadi salah satu faktor utama dalam keputusan pembelian.*****This study aims to analyze the purchasing decisions of Indonesian students in Germany on Muslim friendly dairy products and derivatives based on the composition on the packaging. The study was conducted using survey methods and descriptive analysis. Data collection was carried out through a preliminary survey in Germany and questionnaire data collection. The respondents of the study were 110 respondents, namely Indonesian students who had lived in Germany for at least 3 months and had experience purchasing dairy products in the country. The results of the study showed that the purchasing decisions of Indonesian students in Germany on Muslim-friendly dairy products and derivatives were based on three main factors, namely the need for halal products by 81.8%, knowledge of halalness by 66.7%, and consumer behavior in purchasing decisions by 62.3%. Based on the results of the study, it is known that most respondents need dairy products and derivatives to meet their needs and try to find products labeled halal on the packaging when buying dairy products and derivatives. However, respondents have limited knowledge in understanding halalness specifically such as the presence of rennet enzymes in cheese, gelatin in yogurt, and fat sources in butter. Respondents were more interested in products with discounted prices and considered suggestions from friends or family in purchasing decisions, so reading the composition was not a major factor in purchasing decisions.

Item Type:	Thesis (Diploma)
Additional Information:	1).Efrina, S.TP, M.Sc.
Subjects:	Tata Boga
Divisions:	FT > D IV Seni Kuliner dan Pengelolaan Jasa Makanan
Depositing User:	Users 27115 not found.
Date Deposited:	04 Mar 2025 01:46
Last Modified:	04 Mar 2025 01:46
URI:	http://repository.unj.ac.id/id/eprint/54285

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