Syukrillah, Dhealzy Rheynanda (2026) Keterkaitan Kualitas Produk, Keterjangkauan Harga, dan Ekuitas Merk Terhadap Keputusan Pembelian Beras Porang Melalui Kesadaran Halal di Jakarta Pusat. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Porang rice is an alternative food product with high fiber and low calories, this potentially supporting food diversification in Indonesia. However, its relatively high price, product characteristics that differ from conventional rice, and the importance of halal certification are consumer considerations when making purchases. This study aims to analyze the influence of product quality, affordability, and brand equity on porang rice purchasing decisions through halal awareness in Central Jakarta. The study used a quantitative approach with a survey method. Sampling was carried out using a purposive sampling technique from consumers who knew or had consumed porang rice. Data were collected through questionnaires and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results showed that product quality, affordability, and brand equity influenced porang rice purchasing decisions. Furthermore, halal awareness was shown to strengthen the relationship between product quality, affordability, and brand equity on purchasing decisions. These findings indicate that marketing aspects and halal awareness are important factors that producers need to consider in increasing porang rice purchasing decisions in urban areas.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Dhealzy Rheynanda Syukrillah | ||||||||||||
| Date Deposited: | 13 Jul 2026 02:57 | ||||||||||||
| Last Modified: | 13 Jul 2026 02:57 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55211 |
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