PENGARUH HALAL LABEL DAN RELIGIOSITY SERTA EMOTIONS TERHADAP INTENTION TO BUY MELALUI TRUST DAN ATTITUDE PADA KONSUMEN PRODUK COKELAT SILVERQUEEN DI KOTA SAMARINDA --

RINGKASAN
PENGARUH HALAL LABEL DAN RELIGIOSITY SERTA EMOTIONS TERHADAP
INTENTION TO BUY MELALUI TRUST DAN ATTITUDE PADA KONSUMEN
PRODUK COKELAT SILVERQUEEN DI KOTA SAMARINDA
PEDRO RAYNAN SIREGAR
Penelitian ini bertujuan untuk menganalisa Pengaruh Halal Label Dan
Religiosity Serta Emotions Terhadap Intention To Buy Melalui Trust Dan Attitude Pada
Konsumen Produk Cokelat SilverQueen Di Kota Samarinda. Penelitian ini
menggunakan pendekatan kuantitatif dengan menggunakan path analysis yang diolah
dengan software SPSS Statistic 25 dan Structural Equation Modelling (SEM) dengan
software IBM AMOS 23. Sampel yang digunakan dalam penelitian in berjumlah 147
sampel yang diambil dari pengguna produk merek cokelat SilverQueen di Kota
Samarinda. Dalam penelitian ini dilakukan uji instrument yang terdiri dari uji validitas
dan uji reliabilitas, uji asumsi menggunakan uji estimasi dan uji structural model fit.
Berdasarkan model structural dapat dibuktikan bahwa Halal Label, Religiosity,
Emotions berpengaruh signifikan terhadap Trust, Religiosity berpengaruh tidak
signifikan terhadap Attitude, Halal Label, Emotions, Trust berpengaruh signifikan
terhadap Attitude, Religiosity,Halal Label berpengaruh tidak signifikan terhadap
Intention To Buy, Emotions, Trust berpengaruh signifikan terhadap Intention To Buy
serta Attitude tidak berpengaruh signifikan terhadap Intention To Buy pada konsumen
produk cokelat merek Silverqueen Di Kota Samarinda.
Kata Kunci: Halal Label, Religiosity, Emotions, Trust, Attitude, Intention To Buy.
ABSTRCT
THE INFLUENCE OF HALAL LABEL AND RELIGIOSITY AND EMOTIONS ON
INTENTION TO BUY THROUGH TRUST AND ATTITUDE ON CONSUMERS OF
SILVERQUEEN CHOCOLATE PRODUCTS IN SAMARINDA CITY
PEDRO RAYNAN SIREGAR
This study aims to analyze the effect of halal labels and religiosity as well as
emotions on the intention to buy through trust and attitudes towards consumers of
SilverQueen chocolate products in Samarinda City. This study used a quantitative
approach using path analysis processed with SPSS Statistic 25 software and
Structural Equation Modeling (SEM) with IBM AMOS 23 software. The samples used
in this study amounted to 147 samples taken from users of SilverQueen chocolate
brand products in Samarinda City. In this study, instrument tests were carried out
which consisted of validity and reliability tests, assumption tests using estimation tests
and structural model fit tests.
Based on the structural model, it can be proven that Halal Label, Religiosity,
Emotions have a significant effect on Trust, Religiosity has no significant effect on
Attitude, Halal Label, Emotions, Trust has a significant effect on Attitude, Religiosity,
Halal Label has no significant effect on Intention To Buy, Emotions, Trust has a
significant effect on Intention To Buy and Attitude has no significant effect on Intention
To Buy for consumers of Silverqueen brand chocolate products in Samarinda City.
Keyword: Halal Label, Religiosity, Emotions, Trust, Attitude, Intention To Buy.