Pengaruh Label Halal dan Keamanan Produk Terhadap Keputusan Pembelian Produk Mie Samyang (Studi Kasus Pada Pembeli Di kota Jakarta Utara Daerah Warakas)
DOI:
https://doi.org/10.31334/fe32qh37Abstract
Abstract.
Social media plays a significant role in influencing purchasing decisions. This research aims to
determine the influence of Halal Label and Product Safety on the Purchasing Decisions of Samyang
Noodle products, both partially and simultaneously. The research uses a quantitative approach, with
data collected through questionnaires distributed to 110 respondents. Data analysis was conducted
using SPSS version 25 through validity tests, reliability tests, multiple linear regression analysis, ttests, F-tests, and the coefficient of determination. The findings show that the Halal Label (X1) has a positive and significant effect on Purchasing Decisions (Y), with a significance value of 0.000 < 0.05 and a t-count of 3.705 > ttable of 1.98238. Product Safety (X2) also has a positive and significant effect, with a significance value of 0.008 < 0.05 and a t-count of 11.582 > ttable of 1.982. Simultaneously, both variables have a significant effect on Purchasing Decisions, as evidenced by an F-count of 130.395 > F-table of 3.081 and a significance value of 0.000 < 0.05. The Adjusted R Square value is 0.704, indicating that the influence of the Halal Label (X1) and Product Safety (X2) in this research accounts for 70.4%, while the remaining 29.6% is influenced by other variables or factors which were not examined in this research.
Keywords: Brand Image; Product Quality; Purchase Decision.
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