Keputusan Pembelian pada Makanan Berlabel Halal (Studi Kasus pada Mahasiswa di Kota Surakarta)

Prayogo, Heri and -, Prof. Dr. H.M Wahyuddin, M.S (2019) Keputusan Pembelian pada Makanan Berlabel Halal (Studi Kasus pada Mahasiswa di Kota Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

With a large population, and the majority of the population is Muslim, Indonesia is a market that is tempting for marketing a product. So it is flooded with food products both from within and outside the country. With the flood of food products, the people feel a quandary about the food they want to consume. On one hand there are many variations and innovations in food, but on the other hand the people must be weary in choosing the food they want to consume. Are these food products safe and healthy for consumption by the human body and include halal elements. Therefore Indonesian companies are encouraged to be more creative and innovative in implementing marketing strategies without ignoring the safety and health aspects of food products. One of these strategies is the halal labeling of food products. And the purpose of this research is to find out whether people feel safe and healthy if consuming halal labeled food products and whether products labeled halal can influence purchasing decisions. The independent variables in this study are Safety Perspective (X1), Health Perspective (X2) and Halal Label (X3). The dependent variable is the consumer's decision to buy food products (Y). In this study divided into two regression equations. The first equation is to find out the effect of Safety Perspective (X1) and Health Perspective (X2) on Halal Label (X3), and the second equation to know the effect of Halal Label (X3) on Purchasing decisions (Y). The sample used in this study was 121 respondents from the student population in the city of Surakarta. The results of this study indicate that the safety perspective and health perspective significantly influence the halal label. In this study also showed that the halal label significantly influence the purchase decision of food products.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	safety perspective, health perspective, halal labels, purchasing decisions and food products.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	HERI PRAYOGO
Date Deposited:	26 Aug 2019 04:08
Last Modified:	26 Aug 2019 04:08
URI:	http://eprints.ums.ac.id/id/eprint/77164

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