Pengaruh Labelisasi Halal terhadap Keputusan Pembelian Konsumen (Studi Kasus pada UKM Donita)

Abstract

Halal labeling is halal statement in the packaging to indicare that the product is halal. The product is very influential on consumer in making purchasing decision, especially for Moslem’s consomers. This research purposes were to determine the influence of how to halal labeling decision of consumer at the UKM Donita and used the quantitative methods. Hypothesis test in this research was using simple linier regression analysis. Data processing was using the SPSS. The data is used primary data and secondary data. This research using 100 responden. The responden is a person a ever buy or consume the product of UKM Donita. In this research, analysis data with th simple linier regression analysis was showing that halal labelling have positive efect to consumer purchase. From the parsial significan test research, halal labelling have a positive ffect and signifikan. The R2 value is 0,594, that man halal labelling (x) have 59,4% effect for the buying decisions of consumer and the residual be affected by variables was not explaining in this regression model.