PENGARUH LABEL HALAL MAJELIS ULAMA INDONESIA (MUI), HARGA PADA OLEH-OLEH MAKANAN KHAS PASURUAN TERHADAP MINAT BELI DAN KEPUTUSAN PEMBELIAN

  • Muhammad Fahmul Iltiham Universitas Yudharta Pasuruan
  • Muhammad Nizar Universitas Yudharta Pasuruan
Keywords: MUI Halal Label, Price, Minal Purchase, Purchase

Abstract

This research is an explanatory research. The location of this research is in Pasuruan Regency. Determination of the location of this study is considered on the basis of the lack of halal-labeled SME products, this study wants to examine the extent to which aspects of prices and halal labels affect consumer purchasing decisions and interests. The sampling method in this study uses convenience sampling, with a sample size of 100 respondents. Data collection techniques using consumer surveys, with a questionnaire research instrument.

The results of this study indicate that the halal label only affects consumers to foster buying interest, but does not affect consumers to make purchasing decisions. Price variables affect buying interest and purchasing decisions, while both prices and halal labels affect consumer purchasing decisions through buying interest.

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Published
2020-07-05
Section
Artikel