THE INFLUENCE OF PERCEPTION AND RELIGIOSITY ON CONSUMER BEHAVIOR AT OTSMANI COFFEE SOLO

Azzahid, Ziad Abdurrahman (2025) THE INFLUENCE OF PERCEPTION AND RELIGIOSITY ON CONSUMER BEHAVIOR AT OTSMANI COFFEE SOLO. S1 Undergraduate thesis, Universitas Darussalam Gontor.

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Abstract

Competition in the coffee shop industry is increasingly fierce, with consumers not only considering product quality but also values that are in line with their beliefs. Otsmani Coffee Solo, as an Islamic value-based coffee shop, attracts customers with high levels of religiosity. This study aims to analyze the effect of perception and religiosity on consumer behavior using quantitative methods with 150 respondents and analyzed using PLS-SEM SmartPLS 4.1.9.4. The results showed that perception has a greater influence on consumer behavior (T-Statistic = 5.332; f² = 0.294) than religiosity (T-Statistic = 4.569; f² = 0.198), although both are significant. The R-Square value of 0.763 indicates that 76.3% of the variation in consumer behavior is explained by these two variables. Otsmani Coffee Solo can strengthen marketing strategies that increase positive perceptions through branding, digital promotion, and improving service quality. In addition, strengthening the value of religiosity can be done through organizing Islamic events and Islamic history education that is relevant to brand identity. Facility development and loyalty programs are also recommended to increase customer convenience and retention.

Item Type:	Thesis ( S1 Undergraduate )
Additional Information:	Skripsi Ziad Abdurrahman Azzahid NIM : 422021321142
Uncontrolled Keywords:	Keywords: Perception, Religiosity, Consumer Behavior, Otsmani Coffee Solo, PLS-SEM.
Subjects:	23rd Dewey Decimal Classification > 200 – Agama > 200 - Agama > 204 Pengalaman religius, kehidupan dan praktik 23rd Dewey Decimal Classification > 300 – Ilmu Sosial > 380 - Perdagangan, komunikasi, dan transportasi > 381 Perdagangan
Divisions:	Fakultas Syariah UNIDA Gontor > Hukum Ekonomi Syariah
Depositing User:	45 Ziad Abdurrahman Azzahid
Date Deposited:	10 Mar 2025 06:10
Last Modified:	10 Mar 2025 06:10
URI:	http://repo.unida.gontor.ac.id/id/eprint/6959