NURLITA ANGGRAINI, YULFANI (2024) PENGARUH PERSEPSI LABELISASI HALAL DAN KESADARAN HALAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIXUE ICE CREAM AND TEA DI KOTA TANGERANG (OUTLET WISMA HARAPAN). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The hot weather factor that has occurred recently in Indonesia has caused many people to demand beverage and ice cream products. Creating business trends that continue to grow so that they attract neighboring countries to collaborate. One of them is the Mixue Ice Cream and Tea product. The Mixue Ice Cream and Tea company originates from China. Because the price is affordable and the taste does not disappoint, this drink and ice cream product has gone viral on social media and is enjoyed by many people. This research aims to determine the influence of perceptions of halal labeling and halal awareness on purchasing decisions for Mixue Ice Cream and Tea products in Tangerang City, Banten. This research method uses quantitative methods, with a sample size of 100 respondents from the Mixue Ice Cream and Tea Outlet Wisma Harapan consumer population. The data analysis techniques used are validity test, reliability test, classical assumption test, multiple linear regression analysis, correlation analysis and coefficient of determination as well as hypothesis testing in the SPSS version 25 program. The results of this study prove that the perception of halal labeling does not have a partial and significant effect on purchasing decisions, halal awareness partially and significantly influences purchasing decisions and perceptions of halal labeling and halal awareness simultaneously influence purchasing decisions.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Faktor cuaca panas yang terjadi akhir-akhir ini di Indonesia menyebabkan banyak masyarakat yang meminati produk minuman dan es krim. Menciptakan tren bisnis yang terus berkembang sehingga menarik negara tetangga untuk berkolaborasi. Salah satunya adalah produk Mixue Ice Cream and Tea. Perusahaan Mixue Ice Cream and Tea berasal dari China. Karena harganya yang terjangkau dan rasanya yang tidak mengecewakan, produk minuman dan es krim ini menjadi viral di media sosial dan dinikmati banyak orang. Penelitian ini bertujuan untuk mengetahui pengaruh persepsi labelisasi halal dan kesadaran halal terhadap keputusan pembelian produk Mixue Ice Cream and Tea di Kota Tangerang Banten. Metode penelitian ini menggunakan metode kuantitatif, dengan jumlah sampel sebanyak 100 responden dari populasi konsumen Mixue Ice Cream and Tea Outlet Wisma Harapan. Teknik analisis data yang digunakan adalah uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linier berganda, analisis korelasi dan koefisien determinasi serta uji hipotesis pada program SPSS versi 25. Hasil penelitian ini membuktikan bahwa persepsi labelisasi halal tidak berpengaruh secara parsial dan signifikan terhadap keputusan pembelian, kesadaran halal berpengaruh secara parsial dan signifikan terhadap keputusan pembelian dan persepsi label halal dan kesadaran halal secara simultan berpengaruh terhadap keputusan pembelian. | |||||||||
| Uncontrolled Keywords: | Agribusiness, Halal Awareness, Perception of Halal Labeling, Purchasing Decisions. Agribisnis, Keputusan Pembelian, Kesadaran halal, Persepsi Label Halal, | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Yulfani Nurlita Anggraini | |||||||||
| Date Deposited: | 14 Sep 2024 09:44 | |||||||||
| Last Modified: | 14 Sep 2024 09:44 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/42114 |
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