PENGARUH LABEL HALAL DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MAKANAN IMPOR NARAYA (STUDI KASUS PADA MASYARAKAT MUSLIM DI KOTA PADANG)

Abstract

This study aims to determine the effect of halal labels and product quality on purchasing decisions of Naraya's imported food products. The population is a Muslim community in the city of Padang, with a sample of 60 respondents. The technique used in sampling is purposive sampling. The type of data used is primary data through questionnaires. The data analysis method used is multiple linear regression analysis. Test the hypothesis by using a statistical T-test to prove the effect of the independent variable on the dependent variable partially or individually. The results of this study found that the halal label had a positive but not significant effect on purchasing decisions for Naraya's imported food products. Product quality has a positive and significant effect on purchasing decisions of Naraya's imported food products.