PENGARUH KEPERCAYAAN PELANGGAN DAN PENGETAHUAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN MI INSTAN ASAL KOREA DENGAN MODERASI KESADARAN HALAL DI JABODETABEK

MUHAMMAD JAMALUDDIN SEBAYANG, . (2026) PENGARUH KEPERCAYAAN PELANGGAN DAN PENGETAHUAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN MI INSTAN ASAL KOREA DENGAN MODERASI KESADARAN HALAL DI JABODETABEK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kepercayaan pelanggan dan pengetahuan produk terhadap keputusan pembelian mi instan asal Korea, dengan kesadaran halal sebagai variabel moderasi, pada konsumen di wilayah Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif dengan melibatkan 160 responden yang dipilih melalui teknik purposive sampling. Analisis data dilakukan dengan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) menggunakan perangkat lunak SmartPLS versi 4.1.1.8. Hasil pengujian outer model menunjukkan bahwa seluruh instrumen penelitian telah memenuhi kriteria convergent validity, discriminant validity (HTMT < 0,90), serta reliabilitas dengan nilai composite reliability dan cronbach's alpha > 0,70. Pengujian hipotesis pengaruh langsung membuktikan bahwa kepercayaan pelanggan (O = 0,321; t-statistic = 5,576; p-value = 0,000) dan pengetahuan produk (O = 0,323; t-statistic = 5,817; p-value = 0,000) berpengaruh positif dan signifikan terhadap keputusan pembelian. Adapun pada pengujian efek moderasi, kesadaran halal terbukti tidak dapat memoderasi kepercayaan pelanggan terhadap keputusan pembelian (O = 0,035; t-statistic = 0,768; p-value = 0,442) dan maupun pengetahuan produk terhadap keputusan pembelian (O = -0,044; t-statistic = 0,790; p-value = 0,430). Penelitian ini memberikan kontribusi empiris terhadap pemahaman bahwa kepercayaan pelanggan dan pengetahuan produk menjadi pendorong utama keputusan pembelian, sementara kesadaran halal berperan sebagai prasyarat, bukan penguat hubungan serta implikasi strategis bagi produsen makanan mi instan perlu memperkuat edukasi produk dan kepercayaan konsumen, sementara sertifikasi halal cukup dijaga sebagai standar minimum. ***** This study aims to analyze the influence of customer trust and product knowledge on the purchase decision of instant noodles from Korea, with halal awareness as a moderation variable, on consumers in the Greater Jakarta area. This study uses a quantitative approach involving 160 respondents who were selected through purposive sampling techniques. Data analysis was carried out with Structural Equation Modeling based on Partial Least Squares (SEM-PLS) using SmartPLS software version 4.1.1.8. The results of the outer model test showed that all research instruments met the criteria of convergent validity, discriminant validity (HTMT < 0.90), and reliability with composite reliability and Cronbach's alpha > 0.70. Direct influence hypothesis testing proved that customer trust (O = 0.321; t-statistic = 5,576; p-value = 0.000) and product knowledge (O = 0.323; t-statistic = 5,817; p-value = 0.000) has a positive and significant effect on the purchase decision. As for the moderation effect test, halal awareness was proven to be unable to moderate customer confidence in purchasing decisions (O = 0.035; t-statistic = 0.768; p-value = 0.442) and product knowledge of purchasing decisions (O = -0.044; t-statistic = 0.790; p-value = 0.430). This research makes an empirical contribution to the understanding that customer trust and product knowledge are the main drivers of purchase decisions, while halal awareness serves as a prerequisite, not a relationship strengthener, and strategic implications for instant noodle food producers need to strengthen product education and consumer trust, while halal certification is sufficiently maintained as a minimum standard.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Annisa Lutfia, M.Pd. ; 2). Prima Andriani, S.E., M.Sc.
Subjects:	Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Muhammad Jamaluddin Sebayang .
Date Deposited:	18 Aug 2026 08:32
Last Modified:	18 Aug 2026 08:32
URI:	http://repository.unj.ac.id/id/eprint/71526

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