Analisis Pengaruh Labelisasi Halal, Harga dan Rasa Terhadap Keputusan Pembelian Konsumen Mie Gacoan Cabang Gumpang Sukoharjo

Abstract

This study aims to analyze the effect of halal labeling, price and taste on consumer purchasing decisions of gacoan noodles at the Gumpang Sukoharjo branch. The population used in this study were ITB AAS Indonesia students as consumers of gacoan noodles at the Gumpang Sukoharjo branch. The sample determination in this study used the Quota sampling method, meaning that the technique of determining a sample from a population that has certain characteristics to the desired amount (quota). The analysis uses multiple linear regression with a significant level (α) of 0.05. The results of this study indicate that: (1) Halal labeling has no effect on consumer purchasing decisions. This is because the public believes that gacoan noodle products from the Gumpang Sukoharjo branch use halal basic ingredients so that halal labeling does not have a positive and insignificant effect on purchase intention variables. . (2) Prices affect consumer purchasing decisions, this is because consumers will consider prices for noodle products that are affordable for consumers. Consumers are more interested in products that match consumer purchasing power. If the product is priced according to what the consumer wants, the consumer will more easily decide on a purchase. (3) Price affects consumer purchasing decisions, this is because students are very concerned with taste compared to others, the higher the taste given, the higher the interest in consumer purchasing decisions.