Analisis Pengaruh Cita Rasa dan Labelisasi Halal Produk Terhadap Keputusan Pembelian Konsumen di L’Éclair : Snack and Cake Shop’ Pekanbaru (studi Kasus Pada Konsumen L’Éclair Snack And Cake Shop Pekanbaru)

Pramesti, Regita (2024) Analisis Pengaruh Cita Rasa dan Labelisasi Halal Produk Terhadap Keputusan Pembelian Konsumen di L’Éclair : Snack and Cake Shop’ Pekanbaru (studi Kasus Pada Konsumen L’Éclair Snack And Cake Shop Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

his research aims to determine and analyze the influence of taste and halal product labeling on purchasing decisions among L'éclair snack and cake shop Pekanbaru consumers. This type of research is quantitative descriptive. The population in this study were consumers from L'éclair snack and cake shop Pekanbaru. The sample required in this research is 120 respondents. By using convenience sampling techniques. Data collection techniques use questionnaires. Results of data analysis using SPSS 25. The results of this research show that (1) taste (X1) has a positive and significant effect on purchasing decisions (Y). (2) halal labeling (X2) has a positive and significant effect on purchasing decisions (Y). (3) simultaneously taste (X1) and halal labeling (X2) influence purchasing decisions.

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