PENGARUH KUALITAS PRODUK DAN LABELISASI HALAL TERHADAP KEPUTUSAN PEMBELIAN MIE SAMYANG (Studi Konsumen di Indomaret Kelurahan Bugis)

Abstract

This study aims to know the effect of product quality and halal labeling toward purchasing decisions of Samyang noodles in Sumbawa Besar District.The type of this study was associative study.The data used in this study was primary data obtained directly from the respondents.The data collection technique were through observation and questionnaires.The method used to analyze data was simple linear regression. Based on data analysis showed that Product quality had significant effect toward purchasing decisions of Samyang noodle in Sumbawa District, it was based on value of t-value > t-table or 2.900 > 2.011 and the significance value was 0.006 lower than 0.05.then, halal labeling had significant effect toward purchasing decision of Samyang Noodle in Sumbawa District, it was based on t-value > t-table (4.142 > 2.01) with significant value of 0.000 was lower than 0.05. Then simultaneously product quality and halal labeling had significance and positive effect toward purchasing decision of Samyang noodle in Sumbawa District, it was based on f-test where f-value > f-table (24.624 > 2.80) with significance value of 0.000 was lower than 0.05, while the value of R2 was 0.512 or 51.2%, it means that the percentage effect of Product quality and halal labeling toward purchasing decision of Samyang noodle in Sumbawa district was 51.2% while the remaining of 49.8% was affected by other variables out of this study.