PENGARUH HALAL AWARENESS DAN ISLAMIC BRANDING TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN PRODUK AIR MINUM DALAM KEMASAN MEREK MAAQO (STUDI KASUS MASYARAKAT MUSLIM DI KABUPATEN JOMBANG)

THE INFLUENCE OF HALAL AWARENESS AND ISLAMIC BRANDING ON CUSTOMER SATISFACTION THROUGH PURCHASING DECISIONS FOR MAAQO BRAND BOTTLED DRINKING WATER PRODUCTS (CASE STUDY OF MUSLIM COMMUNITIES IN JOMBANG DISTRICT)

Permintaan konsumen akan kebutuhan makanan dan minuman halal semakin meningkat seiring perkambangan jumlah penduduk muslim. Mayarakat muslim yang memiliki pengetahuan tentang halal berperan penting dalam pemintaan produk halal. Sehingga pebisnis harus mempertimbangkan aspek kehalalan dan memiliki strategi dalam penjualan produknya. Penelitian ini bertujuan untuk menganalisis pengaruh halal awareness terhadap kepuasan konsumen melalui keputusan pembelian air minum dalam kemasan merek Maaqo oleh masyarakat muslim di Kabupaten Jombang. Data dianalisis menggunakan teknik SEM-PLS. Data yang digunakan merupakan data primer melalui penyebaran kuisioner. Sampel penelitian berjumlah 130 responden dengan kriteria tertentu menggunakan teknik purposive sampling. Hasil penelitian ini menunjukkan bahwa halal awareness berpengaruh terhadap keputusan pembelian. Halal awareness tidak berpengaruh terhadap kepuasan konsumen. Islamic branding berpengaruh terhadap keputusan pembelian. Islamic branding tidak berpengaruh terhadap kepuasan konsumen. Halal awareness berpengaruh terhadap kepuasan konsumen melalui keputusan pembelian. Halal awareness berpengaruh terhadap kepuasan konsumen melalui keputusan pembelian produk air minum dalam kemasan merek Maaqo. 
Kata Kunci : Halal Awareness, Islamic Branding, Keputusan Pembelian, Kepuasan Konsumen.

Consumer demand for halal food and beverage needs is increasing as the Muslim population grows. Muslim communities who have knowledge about halal play an important role in the demand for halal products. So that business people must consider halal aspects and have a strategy in selling their products. This study aims to analyze the effect of halal awareness on customer satisfaction through purchasing decisions for Maaqo brand bottled drinking water by Muslim communities in Jombang Regency. The data were analyzed using the SEM-PLS technique. The data used is primary data through distributing questionnaires. The research sample amounted to 130 respondents with certain criteria using purposive sampling technique. The results of this study indicate that halal awareness affects purchasing decisions. Halal awareness has no effect on customer satisfaction. Islamic branding affects purchasing decisions. Islamic branding has no effect on customer satisfaction. Halal awareness affects customer satisfaction through purchasing decisions. Halal awareness affects customer satisfaction through purchasing decisions for Maaqo brand bottled drinking water products.
Keywords : Halal Awareness, Islamic Branding, Purchasing Decisions, and Consumer Satisfaction.