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Abstract
Penelitian ini bertujuan untuk menganalisa pengaruh kesadaran halal, religiusitas, dan pengetahuan produk halal terhadap keputusan pembelian makanan halal secara online. Populasi dalam penelitian ini adalah mahasiswa muslim Universitas Islam Indonesia dengan pengambilan sampel menggunakan metode purposive sampling. Sampel pada penelitian ini diambil sebanyak 100 mahasiswa yang terdiri dari berbagai angkatan dan jurusan. Data yang digunakan adalah data primer yang didapatkan melalui pengisian kuesioner. Regresi dengan menggunakan data panel digunakan untuk menganalisis data dan pengaruh dari kesadaran halal, religiusitas, dan pengetahuan produk halal terhadap keputusan pembelian makanan halal secara online. Hasil penelitian secara simultan menunjukkan siginifikan positif terhadap keputusan pembelian makanan halal secara online. Kemudian, hasil penelitian secara parsial menunjukkan bahwa kesadaran tidak signifikan positif terhadap keputusan pembelian halal secara online, religiusitas signifikan positif positif terhadap keputusan pembelian halal secara online, dan pengetahuan produk halal signifikan positif terhadap keputusan pembelian halal secara online.
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