PENGARUH LABEL HALAL, CITRA MEREK DAN LABEL HARGA TERHADAP KEPUTUSAN PEMBELIAN SUSU FORMULA SGM
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh label halal, citra merek dan label harga terhadap keputusan pembelian susu formula SGM. Teknik pengumpulan data pada penelitian ini menggunakan data primer yang diperoleh dari penyebaran kuesioner kepada masyarakat yang sudah mempunyai anak di wilayah kabupaten bogor. Data yang dihimpun sebanyak 100 responden. Analisis yang digunakan dalam penelitian ini adalah uji korelasi, regresi linier berganda, koefisien determinasi dan uji hipotesis serta didukung oleh aplikasi IBM SPSS Statistic versi 25. Hasil penelitian ini menunjukan bahwa (1) Label halal berpengaruh negatif dan tidak signifikan terhadap keputusan pembelian susu formula SGM dan mempunyai pengaruh paling kecil, (2) Citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian susu formula SGM dan dan mempunyai pengaruh lebih besar daripada label halal, (3) Label harga berpengaruh positif dan signifikan terhadap keputusan pembelian susu formula SGM dan dan mempunyai pengaruh paling tinggi. Uji F menunjukan jika model regresi dianggap layak untuk meramalkan variabel bebas terhadap variabel terikat. Uji R menunjukan bahwa variabel bebas mampu menjelaskan variabel terikat keputusan pembelian sebesar 47,7%.
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DOI: https://doi.org/10.46975/aliansi.v16i2.110
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