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PENGARUH LABEL HALAL DAN CITRA MEREK PRODUK MAKANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH MALANG

Ghifari, Mochamad Iqbal (2019) PENGARUH LABEL HALAL DAN CITRA MEREK PRODUK MAKANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH MALANG. Undergraduate (S1) thesis, University of Muhammadiyah Malang.

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Abstract

This study aims to determine the effect of halal labels and brand image of food products on consumer purchasing decisions on Students of Muhammadiyah Malang University. This study uses a Quantitative Descpriptive approach with the object of Students of Muhammadiyah Malang University. Data collection techniques using questionnaries that have been tested for validity and reliability. Data analysis techniques used to answer the hypothesis of this study are multiple linear analysis. The results of this study indicate that simultaneous independent varibles namely halal and brand image have an influence on the dependent variable ie purchasing decisions. While halal label variables partially have a positive and significant effect on consumer purchasingdecisions. Brand image variables have a positive and significant effect on consumer purchasing decisions

Item Type: Thesis (Undergraduate (S1))
Student ID: 201410510311095
Thesis Advisors: Fien Zulfikarijah (0707016601), Imamul Hakim (0729068004)
Keywords: Halal Label, Brand Image, and Buying decisions
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Islamic Studies > Department of Islamic Economics (60206)
Depositing User: 201410510311095
Date Deposited: 12 Nov 2019 09:18
Last Modified: 12 Nov 2019 09:18
URI : http://eprints.umm.ac.id/id/eprint/55261

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