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All Journal Jurnal Riset Entrepreneurship
Dwi Anna Prisilawati
STIE Atma Bhakti
Economics, Econometrics & Finance Social Sciences

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MINAT BELI PRODUK SAMBAL “MAK’E” MELALUI LABELISASI HALAL, BRAND IMAGE DAN CELEBRITY ENDORSEMENT Rini Handayani; Dwi Anna Prisilawati
Jurnal Riset Entrepreneurship Vol 6 No 2 (2023): (Edisi Agustus) Volume 6, Nomor 2, Tahun 2023
Publisher : Universitas Muhammadiyah Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30587/jre.v6i2.6011

Abstract

The purpose of this study is to be used to know and analyze the effect of the halal label, brand image and celebrity endorsement on the intention to buy homemade “sambal” type of products among people in the Surakarta City area. This research was conducted quantitatively in which the number of samples was 100 respondents who were consumers of homemade “sambal” type of products. The sampling technique used is accidental sampling. The data collection method used is a questionnaire. The data analysis technique uses multiple linear regression analysis with the help of SPSS 25. The results of the partial test it is proven that the halal label has a non-significant positive effect on purchase intention, while brand image has a significant positive effect on purchase intention and celebrity endorsement has a significant positive effect on purchase intention of homemade sambal products in the city of Surakarta.
Co-Authors Rini Handayani