PENGARUH LABEL HALAL, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK MINUMAN SARI APEL DI DESA ANDONOSARI

Abstract

This study aims to determine the effect of partial and simultaneous halal label, product
quality and price on consumer purchasing decisions on apple cider beverage products
in Andonosari village. This research is a quantitative research. The method used to test
the hypothesis is to use an instrument test, normality test, classical assumption test,
multiple linear regression analysis and hypothesis testing with simultaneous test (F
test), coefficient of determination (R2) and partial test (t test). The sample in this study
was 52 respondents with the provisions that each respondent is a consumer of Apple
Sari beverage products who reside in the Andonosari Village area and consumers who
know and have consumed Apple Sari beverage products. The data used is primary data
obtained directly through consumer questionnaires on apple cider beverage products in
Andonosari village. The results showed that the halal label, product quality and price
had an effect either partially or simultaneously on purchasing decisions on apple cider
drink products in Andonosari village. The results of the research on the hypothesis,
show that the halal label has a positive and significant effect on purchasing decisions,
product quality has a positive and significant effect on purchasing decisions, and price
has a positive and significant effect on purchasing decisions.