PENGARUH LABEL HALAL, KUALITAS PRODUK, BRAND IMAGE, HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK (STUDI KASUS PADA KONSUMEN PRODUK LUWAK WHITE KOFFIE)

RAGIL INTAN PRATIWI, NIM. 14830070 (2018) PENGARUH LABEL HALAL, KUALITAS PRODUK, BRAND IMAGE, HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK (STUDI KASUS PADA KONSUMEN PRODUK LUWAK WHITE KOFFIE). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Luwak White Koffie tops the Top Brand Index Awards 2017 white coffee category based on consumer choice. The purpose of this study is to find out what are the factors of consumer purchase decision on White Koffie Luwak products by using independent variables of halal label, product quality, brand image and price. The population is everyone who has ever purchased and consumed Luwak White Koffie products. The sampling approach is nonprobability sampling with purposive sampling method. While the number of samples taken 100 consumers as respondents. Methods of data collection by spreading the questionnaire. Data processing using SPSS 23 with multiple linear regression analysis technique and classical assumption test. Result of research: (1) Halal label has a significant positive effect on purchasing decision, (2) Product quality has no effect on purchasing decision, (3) Brand image has a significant positive effect on purchasing decision. Furthermore, halal labeling, product quality, brand image, price together affect the purchase decision. Adjusted R square value is 0.616, meaning that variation of purchasing decision can be explained by halal label, product quality, brandimage, price equal to 61.6%, while the rest 38.6% is explained by other variables outside the research.

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