PENGARUH ISLAMIC BRANDING DAN RELIGIUSITAS TERHADAP PERILAKU PEMBELIAN KONSUMEN KOPI HPAI DI KOTA PEKANBARU PERSPEKTIF EKONOMI ISLAM
Abstract
The phenomenon in the increasing number of Islamic brandings shows a
shift of customer behavior. It is undeniable that in reality many customers use
the brands they buy and use as their manifestation to show their identity to other
people as seen from the products of sharia banks, sharia finance institutions,
sharia pawnshops, Integrated Islamic based education, hotels with sharia
concept, and aesthetic products and cosmetics, sharia wedding organizers and so
on. Similarly, it is also found in food and beverage that have had many
innovations by the producers to attract the customers.
This research aims to observe the influence of Islamic branding and
religiosity towards the customer behavior in purchasing the HPAI coffee in
Pekanbaru city in accordance with Islamic economic perspective. The object of
this research was the customers of HPAI coffee and the data collected were the
ones obtained from questionnaires distributed to the customers of HPAI coffee.
There were 155 respondents involved in this research. The research method used
in this research was the quantitative method using the prophetic paradigm. The
data used was primary data and the analysis tools was PLS with the SmartPLS
3.0 software.
The results of this research showed that the influence of Islamic branding
towards the purchasing behavior of customers had a positive impact on the
purchasing behavior of customers. Attitude and subjective norms also has a
positive impact on the intention of the customers of HPAI coffee but the
perception of the behavior control and religiosity showed no positive impact on
the intention and the purchasing behavior of customers. In this research,
religiosity of customers of HPAI coffee did not moderate the relationship
between Islamic branding and the purchasing behavior of customers.