Pengaruh Brand Awareness Dan Keyakinan Label Halal Terhadap Minat Pembelian Ulang Minuman Ichitan Thai Milk Tea (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Islam Riau)

Saputra, Bayu Saha (2021) Pengaruh Brand Awareness Dan Keyakinan Label Halal Terhadap Minat Pembelian Ulang Minuman Ichitan Thai Milk Tea (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to analyze and prove the effect of brand awareness and belief in the halal label on the repurchase interest of ichitan thai milk tea (a case study of students of the Faculty of Economics, Riau Islamic University). The population in this study were 570 students of Riau Islamic University majoring in Management, Faculty of Economics, academic year 2016/2017. This research was conducted using purposive sampling. So the sample in this study who met the criteria was as many as 85 students. The data analysis technique used is descriptive and quantitative. Quantitative analysis uses multiple regression analysis. Based on the results of the study, it is known that partially the variables of Brand awareness and belief in the halal label have a positive and significant effect on the repurchase interest of ichitan thai milk tea (a case study of students of the Faculty of Economics, Riau Islamic University) Simultaneously brand awareness and belief in the halal label have a positive and significant effect on the interest in repurchasing ichitan thai milk tea (a case study of students of the Faculty of Economics, Riau Islamic University). This means that the better the brand awareness and confidence in the halal label of ichitan thai milk tea drink products, the more consumer interest in buying these drinks will increase.

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