PERSEPSI LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK MINUMAN BERENERGI

Authors

  • Aris Setyawan Prima Sandi
  • Marsudi .
  • Dedy Rahmawanto

DOI:

https://doi.org/10.22219/jmb.v1i2.1331

Abstract

Universitas Muhammadiyah Malang
E-mail: aris.estyawan99@gmail.com, marsudi@umm.ac.id, dedi@umm.ac.id

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 perception
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 purchasing
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 attention,
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

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Published

2013-01-11

Issue

Vol. 1 No. 2 (2011): October

Section

Articles

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