PENGARUH LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK AIR MINERAL DI LAMPUNG TIMUR

Abstract

This study aims to determine the effect of halal labels on purchasing decisions of mineral water products in East Lampung. The population in the study is an infinite population, while the sample is determined by Cluster Sampling, and Purposive Judgment with certain criteria. The sample of this study was consumers of mineral water in the Sekampung Udik District of Lampung, totaling 100 people. Data collection techniques in this study are questionnaire techniques, and documentation. Data analysis techniques using simple linear regression analysis. The results showed that halal labels had an effect on purchasing decisions. R Square value or coefficient of determination is 86.4%, indicating that halal labels have a very important role for consumers in determining purchasing decisions. The results of this study also support the findings of previous studies that examined the same thing. This study is complemented by suggestions for managerial and future research advice.

Keywords: halal label, purchase decisions, simple linear regression