PENGARUH LABEL HALAL DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN TOM SUSHI MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA MAHASISWA DI DAERAH ISTIMEWA YOGYAKARTA

MUKT, AZZAHRA NURISKI WANA (2024) PENGARUH LABEL HALAL DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN TOM SUSHI MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA MAHASISWA DI DAERAH ISTIMEWA YOGYAKARTA. Diploma thesis, UPN "Veteran" Yogyakarta.

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Abstract

This study aims to determine the influence of halal label and product quality on the
purchase decision of Tom Sushi among students in the Special Region of
Yogyakarta, with brand image as an intervening variable. The research method is
quantitative with survey using purposive sampling. Analysis is done using Partial
Least Square (PLS) with SmartPLS 4.1.0.2. From 130 respondents, the results of
the study indicate that: (1) halal label, product quality, and brand image have a
positive effect on purchase decision; (2) halal label and product quality have a
positive effect on brand image; (3) there is a positive indirect effect of halal label
and product quality on purchase decision through brand image.
Keywords : Halal label, Product quality, Brand image, Purchase Decision

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Halal label, Product quality, Brand image, Purchase Decision
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Eny Suparny
Date Deposited: 19 Aug 2024 02:14
Last Modified: 19 Aug 2024 02:14
URI: http://eprints.upnyk.ac.id/id/eprint/40734

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