PENGARUH LABEL HALAL, HARGA, KUALITAS PRODUK, KUALITAS PELAYANAN, PROMOSI DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN DI HOKBEN PURWOKERTO

Leni, Kusumawati (2024) PENGARUH LABEL HALAL, HARGA, KUALITAS PRODUK, KUALITAS PELAYANAN, PROMOSI DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN DI HOKBEN PURWOKERTO. Skripsi thesis, UIN Prof. K. H. Saifuddin Zuhri.

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Abstract

Purchasing decision making involves consideration to continue or stop the purchase process which goes through a series of stages, it includes several steps, such as identifying problems, seeking information, evaluating options, making purchase decisions, as well as dealing with situations after purchase, as well as research on purchasing decisions in HokBen Purwokerto. In this study, the common problem raised is how the influence of halal labels, prices, product quality, service quality, promotions and store atmosphere on purchasing decisions. Based on its purpose, this research is a quantitative research. The variables in this study are halal label, price, product quality, service quality, promotion and store atmosphere as independent variables and purchasing decision as the dependent variable. The sampling technique used was purposive sampling, this research data was collected using questionnaires to 119 respondents. The data analysis used in this study was multiple linear regression, partial test and simultaneous test. The results of this study show that partially and simultaneously halal labels, prices, product quality, service quality, promotions and store atmosphere have a positive influence on purchasing decisions. Suggestions for future research to expand the object and use food products from other companies.

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