PERAN HALAL LABELING, CUSTOMER EXPERIENCE DAN PRODUCT KNOWLEDGE DALAM MENINGKATKAN SATISFACTION DAN REPURCHASE INTENTION JENANG MUBAROK KUDUS

MUHAMMAD ZAINUT THOLIBIN, . (2025) PERAN HALAL LABELING, CUSTOMER EXPERIENCE DAN PRODUCT KNOWLEDGE DALAM MENINGKATKAN SATISFACTION DAN REPURCHASE INTENTION JENANG MUBAROK KUDUS. Magister thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengevaluasi pengaruh dari halal labeling, customer experience, dan product knowledge terhadap satisfaction dan repurchase intention konsumen produk Jenang Mubarok Kudus. Penelitian ini dilatarbelakangi oleh meningkatnya kesadaran masyarakat Muslim akan kehalalan suatu produk serta pentingnya pengalaman dan wawasan konsumen terhadap produk dalam membentuk loyalitas dan kepuasan, khususnya pada makanan tradisional yang memiliki nilai religius. Pendekatan yang digunakan dalam penelitian ini bersifat kuantitatif dengan jenis penelitian korelasional. Data dikumpulkan melalui penyebaran kuesioner kepada 200 responden yang merupakan konsumen Jenang Mubarok Kudus di Kabupaten Kudus menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan metode Structural Equation Modeling (SEM) berbasis perangkat lunak AMOS. Hasil analisis menunjukkan bahwa halal labeling dan customer experience tidak berpengaruh signifikan terhadap satisfaction maupun repurchase intention. Sementara itu, product knowledge terbukti memiliki pengaruh signifikan terhadap kedua variabel tersebut. Dalam hal ini, satisfaction juga berperan sebagai variabel mediasi yang signifikan terhadap repurchase intention. Kata kunci: kepuasan, label halal, niat beli ulang, pengalaman konsumen, pengetahuan produk ***** This study aims to evaluate the influence of halal labeling, customer experience, and product knowledge on customer satisfaction and repurchase intention for Jenang Mubarok Kudus products. The background of this research is based on the rising awareness among Muslim consumers regarding product halal certification, along with the importance of experience and knowledge related to products in shaping consumer satisfaction and loyalty, particularly for traditional food products with religious values. This research applies a quantitative approach using a corelation research design. Data were collected through questionnaires distributed to 200 respondents who are consumers of Jenang Mubarok Kudus in Kudus Regency, using a purposive sampling technique. The analysis was conducted using the Structural Equation Modeling (SEM) method with AMOS software. The results show that halal labeling and customer experience do not have a significant effect on either satisfaction or repurchase intention. In contrast, product knowledge has a significant influence on both variables. In addition, satisfaction plays a significant role as a mediating variable in the relationship with repurchase intention. Keywords: customer experience, halal labeling, product knowledge, repurchase intention, satisfaction

Item Type:	Thesis (Magister)
Additional Information:	1). Prof. Usep Suhud, Ph.D. ; 2). Dr. Setyo Ferry Wibowo, SE., M.Si.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S2 Manajemen
Depositing User:	Muhammad Zainut Tholibin .
Date Deposited:	01 Aug 2025 03:06
Last Modified:	01 Aug 2025 03:06
URI:	http://repository.unj.ac.id/id/eprint/57151

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