THE IMPACT OF HALAL LABEL, WORD OF MOOUTH, AND BRAND IMAGE IN CONSUMER PURCHASIING DECIISION (An Emprical Study for Pie Susu Dhian Bali)

Mustika, Erwanda Ayu and , Kussudyarsana, S.E., M.Si., Ph.D. (2020) THE IMPACT OF HALAL LABEL, WORD OF MOOUTH, AND BRAND IMAGE IN CONSUMER PURCHASIING DECIISION (An Emprical Study for Pie Susu Dhian Bali). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The aims of this study were to analyze the impact of halal label, word of mouth, and brand image in customer purchasing decision at Pie Susu Dhian Bali. In this study, the sampling technique used was a purposive technique in which total sample of 150 Indonesian moeslem who had went to Bali and purchase Pie Susu Dhian Bali. Analysis of the model are test the research instrument, assumption classic test, and hipothesis test. The research istrument are validity and reliability test. The assumtion classic test namely normality test, multicollinearity test,and heteroscedasticity test. The result of data analysis showed that the questionaire is valid and reliable because the value of Alpha is more than 0.60. The classical assumtion, there is no error in the classical assumption. the results of multiple linerar regression test showed that the significant of halal label, word of mouth, and brand image have sig. value less than 0.05. the result of t test showed that halal label has t-count 5.102 and sig. 0.000, word of mouth has t-count 3.478 and sig. 0.001, and brand image has t-count 5.861 and sig.0.000. the hypotesis test showed that the halal label, word of mouth, and brand image have significant effect on the purchasing decision at Pie Susu Dhian Bali. Based on test coefficient determination R Square is 0.587. It means that 58,7% variations in purchasing decision at Pie Susu Dhian Bali can be explained by halal label, word of mouth, and brand image variables.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	halal label, word of mouth, brand image, purchasing decision
Subjects:	B Philosophy. Psychology. Religion > BL Religion B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ERWANDA AYU MUSTIKA
Date Deposited:	27 Feb 2020 10:43
Last Modified:	27 Feb 2020 10:43
URI:	http://eprints.ums.ac.id/id/eprint/81996

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