PENGARUH LABELISASI HALAL DAN MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI GERAI SUSHI TEI KOTA PALEMBANG

FACHRI, MUHAMMAD RAFIF and Nailis, Welly (2023) PENGARUH LABELISASI HALAL DAN MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI GERAI SUSHI TEI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine the effect of Halal Labeling and Brand on consumer purchasing decisions at Sushi Tei outlets in Palembang. The research method used is a quantitative method. The data used in this research is primary data. The sampling technique used purposive sampling technique. The sample studied in this study was 100 respondents who were active students of the Faculty of Economics, Sriwijaya University. Based on the statistical t test conducted, it can be concluded that halal labeling partially has a significant effect on Sushi Tei purchasing decisions as indicated by a significance value of 0.000 <0.05. Based on the statistical t-test conducted, it can be concluded that the brand variable partially has a significant effect on the decision to purchase an iPhone as indicated by its significance value of 0.001 <0.05. Based on the simultaneous f test obtained a significance value of 0.000 <0.05, it can be concluded that halal labeling and branding simultaneously have a significant effect on Sushi Tei purchasing decisions. The magnitude of the influence of the independent variable on the dependent variable is 61.5%, the remaining 39.5% is influenced by other variables outside the research.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Labelisasi Halal, Merek, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Muhammad Rafif Fachri
Date Deposited:	07 Jun 2023 03:26
Last Modified:	07 Jun 2023 03:26
URI:	http://repository.unsri.ac.id/id/eprint/107367

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