HUBUNGAN ANTARA LABEL HALAL DAN CITRA MEREK DENGAN KEPUTUSAN PEMBELIAN MIE SAMYANG PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

ZAKIAH, SYIFA (2019) HUBUNGAN ANTARA LABEL HALAL DAN CITRA MEREK DENGAN KEPUTUSAN PEMBELIAN MIE SAMYANG PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

SYIFA ZAKIAH, Relationship between Halal Label and Brand Image with Samyang Noodle Purchase Decision on Economics Faculty Students at Jakarta State University. Faculty of Economics, Jakarta State University. This research was conducted at the Faculty of Economics, Jakarta State University for 5 (five) months, starting from February 2019 until July 2019. The purpose of this study was to determine the relationship between halal labels and brand image with Samyang noodle purchasing decisions on students of the University of Economics Faculty Negeri Jakarta. The research method that the researcher uses is a survey method with a correlational approach, the population used is all students of the Faculty of Economics, Jakarta State University. The sampling technique used was Purposive sampling technique as many as 112 people. The resulting regression equation is Ŷ = 21,271 + 0,317 X1 + 0,293 X2. The requirements analysis test is the normality test with the Kolmogorov-Smimov test with a significance level (α) = 5% or 0.05 and produces a significant level of Y value of 0.200, X1 is worth 0.200, X2 is 0.200. Because the significance level of the three variables is> 0.05, it can be concluded that the data are normally distributed and can be used in subsequent analyzes. Regression linearity test Y for X1 and Y over X2 produces a significance value in linearity, which is 0,000 <0,05, so it is concluded that it has a linear relationship. From the Y regression test for X1 and X2, it produces Fcount> Ftable, which is 15.963> 3.08, so it can be concluded that the regression equation is significant. Furthermore, the t test is carried out and Y is produced on X1 thitung = 3.318 and t table = 1.28937, Y on X2 thitung = 3.106 and t table = 1.28937. The correlation coefficient between halal label variables (X1) on purchasing decisions (Y) is 0.398 and the correlation coefficient between brand image variables (X2) on customer satisfaction (Y) is 0.385. So, there is a positive and significant relationship between halal labels and purchasing decisions, as well as a positive and significant relationship between brand image and purchasing decisions. Thus, it can be concluded that there is a positive and significant relationship between halal labels and brand image with purchasing decisions. The determination coefficient Y for X1 and X2 obtained is 0.476 which indicates that 22.7% of the purchase decision variables are determined by the halal label and brand image. Meanwhile, the remaining 77.3% is influenced by other factors. Keywords: Purchase Decision, Halal Label, Brand Image

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