PENGARUH BRAND FAMILIARITY DAN CONSUMER’S CONFIDENCE TOWARDS PRODUCT TERHADAP NIAT BELI PADA PRODUK TANPA LOGO HALAL MUI SERTA RELIGIUSITAS SEBAGAI VARIABEL MODERATOR (STUDI PADA KONSUMEN MUSLIM GENERASI Z & PRODUK BREADTALK)

Ratna Ayu Widuri Kusuma Dewi
041414353033
Dosen Pembimbing
Dr.Gancar Candra Premananto.,SE.,M.Si

ABSTRACT

Nowadays in Indonesia there are 20,000 kinds of food and beverages, in
which only 3.000 product that certified halal from Majelis Ulama Indonesia (MUI).
While 17,000 other foods classified as subhat (doubtful its halal status) because it has
not yet received halal certification from MUI. One example of a product that has not
yet received MUI halal certificate is BreadTalk Products. The number of outlets will
continue to grow. This is in contrast when viewing the fact that in Indonesia, which
had a Moeslem majority population, the consumers should have an awareness of the
halal status from product that is consumed. The persistently high of Moeslem
consumers in purchasing products that did not have the MUI halal certificate has
become an interesting phenomenon to be investigated. The purpose of this study was
to determine the factors that influence the purchase intention on the non-halal
products and factors that affecting the level of consumer’s confidence towards
brand. The method used in this research was quantitative, empirical data obtained
through a questionnaire that was distributed to 150 respondents namely Z
Generation who were at high school in Malang City. PLS analysis results indicate
that brand familiarity and consumer’s confidence towards product positively had
influenced on purchase intention of Z generation, whereas Religiousity did not
moderate the causal relation between brand familiarity, confidence towards product
on Purchase intention
Keywords: Religiousity, Consumer’s Confidence Towards Product, Purchase
Intention, Brand Familiarity, Generation Z

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