PERSEPSI LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK MINUMAN BERENERGI
ABSTRACT: The
aim of this research is to know the influence of consumer’s perception of Halal
label at energy beverage product on purchasing decision. Then it is also to
know the correlation of consumer’s percep-tion of Halal label. Analyses method
used multiple linier regression. Consumer’s perception variables include
attention, understanding and memory. The result of analysis show that
consumer’s perception (attention, understanding and memory) of Halal label
simultaneously influence to decision of purchas-ing on energy beverage product.
There are two independent variables partially significant influence to decision
of purchasing. Two variables are attention and memory. The correlation
coefficient for atten-tion, understanding and memory variables with decision of
purchasing variable is in strong level. It exemplified those attention,
understanding and memory variables are very strong correlation to decision of
purchasing.
Keywords: perception, halal label, decision of
purchasing
Penulis:
Aris Setyawan Prima Sandi, Marsudi, Dedy Rahmawanto
Kode Jurnal: jppiodd110006
