PENGARUH CITRA MEREK, PACKAGING DESIGN DAN LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK EMINA PADA SISWA/SISWI DI SMK NEGERI 3 SUKOHARJO

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PENGARUH CITRA MEREK, PACKAGING DESIGN DAN LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK EMINA PADA SISWA/SISWI DI SMK NEGERI 3 SUKOHARJO

Delia Indriani - Nama Orang; Purwono - Nama Orang;

ABSTRAC This study aims to determine the influence of brand image, packaging design, and halal labels on consumers' purchasing decisions on emina products. The research method used is a quantitative method with accidental sampling techniques. The data analysis technique used is a multiplicate response model or multiple linear regression analysis. In this study, the data source used was primary data using the help of statistical data analysis tools for the SPSS 2.3 program. The sample in this study was 100 respondents with a data collection method through a questionnaire. The results showed that: (1) from the results of the t test, independent variables including brand image had a positive and significant effect on the purchasing decision of emina products by (0.001 < 0.05) and a calculated t value of 3.396 > from the table t value of 1.985; (2) from the results of the independent variable t test, namely packaging design, it has a positive and insignificant effect on the purchase decision of emina products by (0.122 > 0.05) and a calculated t value of 1.562 < from the table t value of 1.985; (3) From the results of the independent variable t test, namely the halal label, it has a positive and significant effect on the purchase decision of Emina products by (0.012 < 0.05) and the calculated t value of 2.248 > from the table t value of 1.985. Keywords: brand image, packaging design, halal labels, and consumer purchasing decisions.

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Judul Seri: -
No. Panggil: 2X6.3 DEL p 23
Penerbit: SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023
Deskripsi Fisik: 21 cm, 114 Halaman
Bahasa: Indonesia
ISBN/ISSN: -
Klasifikasi: 2X6.3
Tipe Isi: -
Tipe Media: -
Tipe Pembawa: -
Edisi: -
Subjek: Manajemen Bisnis Syariah
Info Detail Spesifik: -
Pernyataan Tanggungjawab: Delia Indriani

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BAB I_195211196

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