PENGARUH LABELISASI-HALAL, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MIE INSTANT INDOMIE

Abstract

Instant noodles as fast food that is easily found anywhere, can influence purchasing decisions including: price, brand image, and halal-lebelisasi. The purpose of this study, is to determine how the influence of halal label (X1), price (X2) and brand image (X3) partially and simultaneously on the decision to buy instant noodles IAIN Lhokseumawe students ?. Quantitative research data were obtained through distributing questionnaires to 92 students on the liker scale. The results of the study, it was found that partially the three halal lebelization variables (X1), Brand Image variable (X2) and price (X3) had a positive effect but only variables (X1 & X2) were significant in the decision to buy instant noodles of FEBI IAIN Lhokseumawe (Y) students . while simultaneously there is influence on all three variables. So the conclusion is that if all variables are improved together, the decision to buy FEBI IAIN Lhokseumawe student instants will increase.

Mie instan sebagai makanan cepat saji yang mudah ditemukan di mana saja, dapat mempengaruhi  keputusan pembelian diantaranya: harga, citra merek, dan lebelisasi-halal. Tujuan penelitian ini, adalah untuk mengetahui  bagaimana pengaruh label-halal (X1), harga(X2) dan citra merek(X3)  secara parsial dan simultan terhadap keputusan membeli mie instant mahasiswa IAIN Lhokseumawe?. Data penelitian kuantitatif  diperoleh melalui penyebaran kuisioner kepada 92 mahasiswa dengan skala liker. Hasil penelitian, ditemukan bahwa secara parsial ketiga variabel lebelisasi halal (X1), variabel Citra Merek (X2)  dan harga (X3) berpengaruh positif namun hanya variabel (X1 & X2) yang signifikan terhadap keputusan membeli mie instant mahasiswa FEBI IAIN Lhokseumawe (Y). sedangkan secara simultan ada pengaruh pada ketiga variabel tersebut. Jadi kesimpulannya adalah jika semua variabel ditingkatkan secara bersama-sama, maka keputusan membeli mie instants mahasiswa FEBI IAIN Lhokseumawe  akan meningkat.