Presepsi Label Halal Terhadap Keputusan Pembelian Konsumen Pada Produk Minuman Berenergi

PERSEPSI LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK MINUMAN BERENERGI
Aris Setyawan Prima Sandi1, Marsudi2, Dedy Rahmawanto3
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