Published date:May 17 2024

Journal Title: KnE Social Sciences

Issue title: 1st International Conference on Islamic Economics, Business Development and Studies (1st ICIEBDS)

Pages:18–32

DOI: 10.18502/kss.v9i16.16230

Abdullah HadiUniversitas Sultan Ageng Tirtayasa

Dr. Moh. MukhsinUniversitas Sultan Ageng Tirtayasa

The goal is to find out the influence of halal labeling, product quality, and price on purchasing decisions on tteokbokki products. This study used literature studies and questionnaires with data collection techniques using a Likert scale. The population of this study were students of Sharia Economics, University of Sultan Ageng Tirtayasa. This type of research uses correlational research, which is a type of research with a problem characteristic in the form of a correlation relationship between two or more variables. As a result of data processing with SPSS Version 26, the r square value at the coefficient of determination of .374 or 37.4% of the variables of halal labeling, product quality, and price affect the variables of purchase good decisions. The regression equation obtained KP = -3.293+.721 LH- .076 KPr+.679+e. The calculated F value is 7.379 and the resulting Ftable is 2.86. Fcount>Ftable (7.379>2.86), which means that Ho4 was rejected and Ha4 was accepted. It can be seen that simultaneously the variables of halal labeling, product quality, and price have a positive effect on purchasing decisions. But partially, product quality does not affect purchasing decisions.

Keywords: halal labeling, product quality, price, purchase decision

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