Pengaruh Label Halal Terhadap Keputusan Pembelian Konsumen Pada Produk Makanan Ringan Di Kota Pekanbaru

Yani, Desvi (2018) Pengaruh Label Halal Terhadap Keputusan Pembelian Konsumen Pada Produk Makanan Ringan Di Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study is to determine the effect of halal labels on the decision to purchase snacks products at Pasar Buah Pekanbaru . The population in this study were consumers who bought snacks at Pasar Buah Pekanbaru which were taken as many as 100 people to be sampled. The sampling technique used is the Purposive Non Probability Sampling approach. The type of data used is primary data taken through a questionnaire. Data analysis used is descriptive and quantutative method. Quantitative data analysis using a simple linear regression equation where the calculation of data using SPSS for Windows version 24. The results showed that there was a significant effect of halal labels on the decision to purchase snacks. Then the contribution in the inclusion of the halal label there is a consumer purchasing decision on snack food products of 54.9% and the remaining 45.1% is influenced by other factors. In general, it can be concluded that the halal label has an effect on the decision to purchase snacks in Pekanbaru.

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