PENGARUH EKUITAS MEREK DAN CITRA MEREK TERHADAP MINAT BELI DALAM PERSPEKTIF PEMASARAN ISLAM

(STUDI KASUS MINUMAN BOBA KOPI KENANGAN DI KOTA KENDARI)

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh ekuitas merek dan citra merek terhadap minat beli konsumen dalam perspektif pemasaran Islam, dengan kesadaran halal sebagai variabel moderasi, studi kasus minuman boba "Kopi Kenangan" di Kota Kendari. Metode penelitian yang digunakan adalah penelitian eksplanatori dengan pendekatan kuantitatif. Data dikumpulkan melalui kuesioner yang disebarkan dalam bentuk Google Form dengan skala likert. Pengambilan sampel menggunakan purposive sampling dan analisis data menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif antara ekuitas merek dan citra merek terhadap minat beli konsumen. Kesadaran halal memiliki peran sebagai variabel moderasi yang memengaruhi hubungan antara ekuitas merek dan minat beli, tetapi tidak mempengaruhi hubungan antara citra merek dan minat beli. Temuan ini diharapkkan dapat memberikan wawasan tambahan mengenai faktor-faktor yang mempengaruhi perilaku konsumen dalam konteks pemasaran Islam, khususnya pada minuman boba "Kopi Kenangan" di Kota Kendari.

This study aims to analyze the influence of brand equity and brand image on consumer purchase intention in the context of Islamic marketing, with halal awareness as a moderating variable. The research focuses on a case study of the "Kopi Kenangan" bubble tea brand in Kendari City. The research employs an explanatory approach with a quantitative methodology. This study aims to analyze the influence of brand equity and brand image on consumer purchase intention in the context of Islamic marketing, with halal awareness as a moderating variable. The research focuses on a case study of the "Kopi Kenangan" bubble tea brand in Kendari City. The research employs an explanatory approach with a quantitative methodology. Data were collected through a questionnaire distributed via Google Form using a Likert scale, and the sample was obtained using purposive sampling technique, and analyzed using Structural Equation Model Partial Least Square (SEM-PLS). The results of the study show a positive influence between brand equity and brand image on consumer purchase intention. Halal awareness plays a role as a moderating variable that strengthens the relationship between brand equity and purchase intention but does not moderate the relationship between brand image and purchase intention. These findings are expected to provide additional insights into the factors influencing consumer behavior in the context of Islamic marketing, especially in the case of Kopi Kenangan bubble tea in Kendari City.