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PENGARUH LABELISASI HALAL DAN MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN BAKSO PRESIDENT DI KOTA MALANG

Normi, Syafita Sari (2019) PENGARUH LABELISASI HALAL DAN MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN BAKSO PRESIDENT DI KOTA MALANG. Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

This study aims to determine the effect of products, prices, places and promotions on consumer decisions in buying Meatball President in Malang City. This type of research uses quantitative methods, and data analysis techniques with multiple linear regression methods. The independent variable used is halal label (X1) and filtering mix (X2), while the dependent variable is the consumer's decision (Y). Data collection uses questionnaires at the location of research on Meatball President in Malang City. The sampling technique used in this study is accidental sampling, which is to obtain samples by finding consumers who are buying meatballs. The results showed that halal label (X1) had a positive but not significant effect on consumer decisions (Y) with a regression coefficient of 0.014 and a probability value of 0.252. While the marketing mix (X2) has a positive and significant effect on consumer decisions (Y) with a regression coefficient of 0.412 and a probability value of 0,000. Therefore, from this study it can be seen that the marketing mix variable is the variable that has the most dominant influence on consumer decisions.

Item Type: Thesis (Bachelors Degree (S1))
Additional Information: 201410210311032
Uncontrolled Keywords: halal label, marketing mix, consumer decisions and meatballs
Subjects: S Agriculture > S Agriculture (General)
Divisions: Faculty of Agriculture & Animal Husbandry > Department of Agribusiness
Depositing User: Administration Library UMM 2
Date Deposited: 01 Apr 2019 01:23
Last Modified: 01 Apr 2019 01:23
URI : http://eprints.umm.ac.id/id/eprint/45644

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