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SKRIPSI Diajukan Kepada Fakultas Ekonomi Dan Bisnins Untuk Memenuhi Syarat-Syarat Guna Meraih Gelar Sarjana Ekonomi

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SKRIPSI Diajukan Kepada Fakultas Ekonomi Dan Bisnins Untuk Memenuhi Syarat-Syarat Guna Meraih Gelar Sarjana Ekonomi PENGARUH ISLAMIC BRANDING, PERSEPSI LABEL HALAL DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PERPINDAHAN MEREK DARI KOSMETIK MEREK LAIN KE MEREK MAZAYA (Studi Kasus : Pengguna Kosmetik Mazaya di JABODETABEK) SKRIPSI Diajukan kepada Fakultas Ekonomi dan Bisnins Untuk Memenuhi Syarat-syarat Guna Meraih Gelar Sarjana Ekonomi Disusun oleh : Siti Nurjanah NIM: 11150810000011 JURUSAN MANAJEMEN FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS ISLAM NEGERI SYARIF HIDAYATULLAH JAKARTA 1441 H/2020 M i ii iii iv DAFTAR RIWAYAT HIDUP A. Data Pribadi 1. Nama : Siti Nurjanah 2. Tempat Tanggal Lahir : Jakarta, 5 September 1997 3. Jenis Kelamin : Perempuan 4. Agama : Islam 5. Nama Ayah : Siswoyo 6. Nama Ibu : Yeni Anggraeni 7. Alamat : Jalan Adhi Karya No.113 RT.002 RW.05 Kelurahan: Kedoya Selatan, Kecamatan: Kebon Jeruk, Jakarta Barat, 11520 8. Nomor Telepon : 085697666395 9. E-mail : [email protected] B. Pendidikan Formal 1. SD Raihanul Jannah Jakarta 2. SMPN 207 Jakarta 3. SMA Al Kamal Jakarta 4. Universitas Islam Negeri Syarif Hidayatullah Jakarta C. Pengalaman Organisasi 1. Anggota Himpunan Mahasiswa Jurusan Manajemen (HMJ) UIN Jakarta 2016-2017 D. Pengalaman Kerja 1. Internship PMMB FHCI KEMENTERIAN BUMN, di Perum Perumnas (Februari - Agustus 2019) v ABSTRACT This study aimed to analyze the effect of Islamic branding, halal label perceptions, and product quality towards brand switching from cosmetics another brand to Mazaya brand. The data source for this study is the primary data from the sample, namely women who move on using Mazaya cosmetics. Data collection was conducted using purposive sampling by distributing to 100 respondents Mazaya cosmetic users in the JABODETABEK region. Data has been processed using multiple linear regression test. The results of this study indicate that Islamic branding, halal label perception, and product quality variables have a significant effect towards brand switching to Mazaya cosmetics, simultaneously and partially. Keywords : islamic branding, perception of halal labels, product quality, brand switching. vi ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh Islamic branding, persepsi label halal, dan kualitas produk terhadap keputusan perpindahan merek dari kosmetik merek lain ke merek Mazaya. Sumber data penelitian ini merupakan data primer yang berasal dari sampel yaitu wanita yang berpindah menggunakan kosmetik Mazaya. Pengumpulan data dilakukan menggunakan purposive sampling dengan menyebarkan kuesioner kepada 100 responden di wilayah JABODETABEK. Data telah diolah menggunakan uji regresi linier berganda. Hasil penelitian ini menunjukkan variabel Islamic branding, persepsi label halal, dan kualitas produk memiliki pengaruh signifikan terhadap keputusan perpindahan merek ke kosmetik Mazaya, secara simultan dan parsial. Kata kunci : islamic branding, persepsi label halal, kualitas produk, keputusan perpindahan merek. vii KATA PENGANTAR Assalamu’alaikum Warahmatullahi Wabarakaatuh Segala puji bagi Allah Subhanahu wa ta„ala yang telah melimpahkan rahmat dan karunia-Nya serta sholawat dan salam tidak lupa penulis haturkan kepada baginda kita Nabi Muhammad Shalallahu „alaihi wa sallam karena atas berkah, dan anugerah yang tiada akhir sehingga peneliti diberi kemampuan untuk dapat menyelesaikan skripsi yang berjudul “Pengaruh Islamic Branding, Persepsi Label Halal, dan Kualitas Produk Terhadap Keputusan Perpindahan Merek Dari Kosmetik Merek Lain Ke Merek Mazaya”. Penyusunan skripsi ini dimaksudkan untuk memenuhi salah satu syarat guna memperoleh gelar Sarjana Ekonomi di Universitas Islam Negeri Syarif Hidayatullah Jakarta. Penulis juga menyadari bahwa dalam penulisan skripsi ini penulis mendapat bantuan dari berbagai pihak. Untuk itu, dalam kesempatan ini dengan segala kerendahan hati, penulis ingin menyampaikan ucapan terimakasih atas segala bantuan, bimbingan dan dukungan yang telah diberikan sehingga skripsi ini dapat terselesaikan kepada: 1. Kedua orangtua penulis, Bapak Siswoyo dan Ibu Yeni atas doa, dukungan serta keikhlasannya dalam memberi support selama penulis menempuh pendidikan di perguruan tinggi. Serta Kakak dan Adik penulis, Yesi Fitriani S.E dan Farid Ar Rasyiid yang selalu memberikan dukungan dan semangat hingga terselesaikannya skripsi ini. Semoga Allah SWT senantiasa melindungi mereka. Aamiin. viii 2. Ibu Dr. Muniaty Aisyah, S.T., M.M. Selaku Dosen Pembimbing Skripsi yang telah meluangkan waktu untuk memberikan pengarahan, ilmu yang berharga serta bimbingan yang berarti selama penyelesaian skripsi. Terimakasih atas semua saran serta masukan yang diberikan selama proses penulisan hingga terselesaikannya skripsi ini. Semoga Allah SWT membalas semua kebaikannya. Aamiin 3. Bapak Prof. Dr. Amilin, SE., AK., M.Si., CA, QIA., BKP., CRMP selaku Dekan Fakultas Ekonomi dan Bisnis UIN Syarif Hidayatullah Jakarta. 4. Ibu Murdiyah Hayati, S.Kom., MM dan Ibu Amalia, SE., M.S.M selaku Ketua Jurusan dan Sekretaris Jurusan Manajemen Fakultas Ekonomi dan Bisnis UIN Syarif Hidayatullah Jakarta. 5. Ibu Dwi Nur‟aini Ihsan, M.M selaku Dosen Pembimbing Akademik. 6. Seluruh Dosen dan Karyawan Fakultas Ekonomi dan Bisnis UIN Syarif Hidayatullah Jakarta yang telah banyak memberikan bantuan kepada penulis selama menempuh studi. 7. Para sahabatku yaitu Endah, Oya, Indah, Shinta, Viska, Viski, Vania, Dea, Harry, Rahman dan Rifky. Terimakasih selalu mensupport penulis agar selalu termotivasi menyelesaikan skripsi ini. 8. Sahabat-sahabat tercinta selama masa perkuliahan yaitu Emmy, Gilang, Nindy, Ira, Audina, Raihana, Kurnia, Jeshica, Rizca, Zayyan, dan Ka Ita. Terima kasih kalian selalu menyemangati penulis dan banyak sekali memberikan saran serta masukan dalam penyelesaian skripsi ini ix 9. Teman-teman seperjuangan Manajemen angkatan 2015, khususnya teman- teman Manajemen Pemasaran 2015 yang senantiasa memberikan dorongan dan semangat yang luar biasa agar penulisan ini bisa terselesaikan. 10. Teman-teman KKN Hikari 85. Terimakasih untuk kenangan selama mengabdi di Desa Pekayon, Tangerang. 11. Pihak-pihak yang tidak dapat disebutkkan satu persatu yang telah banyak membantu dan memberi masukan serta inspirasi bagi penulis, suatu kebahagiaan telah dipertemukan dan diperkenalkan dengan kalian semua, terima kasih banyak. Akhir kata, penulis mengucapkan terima kasih sebesar-besarnya kepada semua pihak. Semoga segala bantuan yang telah diberikan mendapat pahala berlipat dari Allah SWT. Penulis berharap semoga skripsi ini dapat memberikan manfaat bagi penulis serta pembaca. Jakarta, Januari 2020 Penulis (Siti Nurjanah) x DAFTAR ISI LEMBAR PENGESAHAN ..................................................................................... i LEMBAR PENGESAHAN UJIAN KOMPREHENSIF ........................................ ii LEMBAR PENGESAHAN UJIAN SKRIPSI........................................................iii LEMBAR PERNYATAAN KEASLIAN KARYA ILMIAH ................................ ii DAFTAR RIWAYAT HIDUP ................................................................................ v ABSTRACT .......................................................................................................... vii ABSTRAK ........................................................................................................... viii KATA PENGANTAR ........................................................................................ viiii DAFTAR ISI ......................................................................................................... xii DAFTAR TABEL ............................................................................................... xiiii DAFTAR GAMBAR ........................................................................................... xiv BAB I PENDAHULUAN ....................................................................................... 1 A. Latar Belakang ............................................................................................. 1 B. Rumusan Masalah ...................................................................................... 16 C. Tujuan Penelitian ....................................................................................... 16 D. Manfaat Penelitiaan .................................................................................... 17 BAB II TINJAUAN PUSTAKA ........................................................................... 18 A. Landasan Teori ........................................................................................... 18 1. Perilaku Konsumen ................................................................................ 18 2. Perpindahan Merek ................................................................................. 27 3. Islamic Branding .................................................................................... 34 4. Persepsi Label Halal ............................................................................... 40 5. Kualitas Produk ...................................................................................... 52 B. Hubungan Antar Variabel .......................................................................... 57 C. Penelitian Terdahulu .................................................................................. 59 D. Kerangka Berpikir ...................................................................................... 64 E. Hipotesis Penelitian .................................................................................... 67 xi BAB III METODELOGI PENELITIAN .............................................................. 69 A. Ruang Lingkup Penelitian .........................................................................
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