Pengaruh Gaya Hidup, Kesadaran Halal, dan Word of Mouth Terhadap Keputusan Pembelian Steak Moen-Moen di Kota Depok

Hamidah Hamidah; Abdi Triyanto; Mustafa Kamal

doi:10.61111/great.v2i1.848

Pengaruh Gaya Hidup, Kesadaran Halal, dan Word of Mouth Terhadap Keputusan Pembelian Steak Moen-Moen di Kota Depok

Hamidah Hamidah, Abdi Triyanto, Mustafa Kamal

Abstract

Abstract

This study aims to determine the effect of lifestyle, halal awareness, and word of mouth on purchasing decisions for moen-moen steak in Depok city, using primary data with questionnaires distributed to Muslim communities aged ≥ 17 years who have bought and consumed moen-moen steak products at Depok city branches. The sampling technique used non-probability sampling techniques with a purposive sampling approach. Respondents in this study totaled 115 respondents. The data analysis technique uses the SEM-PLS method with the help of SmartPLS 4.1.0.8 software. The results of this study state that partially halal awareness and word of mouth have a significant positive effect on purchasing decisions, while lifestyle has no significant positive effect on purchasing decisions. Lifestyle, halal awareness, and word of mouth together (simultaneously) have a significant positive effect on purchasing decisions for Moen-Moen Steak in Depok city.

Keywords

Keywords: Lifstyle; Halal Awareness; Word of Mouth; Purchase Decision

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DOI: https://doi.org/10.61111/great.v2i1.848