PENGARUH LABEL HALAL DAN KUALITAS PRODUK TERHADAP BRAND IMAGE DAN IMPLIKASINYA PADA KEPUTUSAN PEMBELIAN (Studi pada mahasiswa Jurusan Ilmu Administrasi Bisnis FISIP UPN "Veteran" Yogyakarta Konsumen Mi Samyang)

Abstract

Samyang instant noodles were once a highly sought after product and had reaped the pros and cons of being halal in Indonesia. This study aims to examine and analyze the effect of halal labels and product quality on brand image and their implications for purchasing decisions for Samyang instant noodles, students of the Department of Business Administration, FISIP UPN Veteran Yogyakarta. The study was conducted at the Department of Business Administration, UPN Veteran Yogyakarta with a population of students majoring in Business Administration who are Generation Z and have consumed Samyang instant noodles. The number of samples in the study were 67 respondents, data collection was carried out using a questionnaire with a Likert scale of 1-5 and the data analysis method used was descriptive statistics and inferential statistics with Structural Equation Modeling analysis tools using SmartPLS 3.0. Based on the results of the research that has been done, it is found that the halal label has a significant effect on brand image, the halal label has no significant effect on purchasing decisions, product quality has a significant effect on brand image, product quality has a significant effect on purchasing decisions and brand image has a significant effect on significant to purchasing decisions.