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Felda, Elina
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Pengaruh Label Halal dan Citra Merek terhadap Keputusan Pembelian dengan Ekspektasi sebagai Variabel Mediasi: (Studi pada Konsumen Ichiban Sushi Mall Ciputra Semarang) Nisrina, Ghina; Felda, Elina; Nurhayati; Firdaus; Fahmi, Ahmad; Isna, Nova
Business Perspective Journal Vol. 4 No. 1 (2024): Business Perspective Journal
Publisher : Prodi Administrasi Bisnis FISIP Universitas Tulang Bawang Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37090/bpj.v4i1.1655

Abstract

The aim of this research is to determine the influence of the halal label and brand image on purchasing decisions for Ichiban Sushi products. This research uses the halal label and brand image as independent variables and uses purchasing decisions as the dependent variable which is mediated by expectations. The population for this research is consumers or visitors to Sushi Mall Ciputra Semarang and the sample size is 100 respondents. The sampling technique for this research is purposive sampling. Data collection uses a questionnaire with a Likert scale of 1-5. The data analysis method used is mediation path analysis and hypothesis testing in this research using Macro PROCESS Hayes in SPSS 22 for Windows. The results of this research show that (1) There is an influence of the halal label on expectations (2) There is an influence of brand image on expectations (3) There is an influence of expectations on purchasing decisions (4) Expectations significantly mediate the influence of the halal label on purchasing decisions Keywords: halal label, brand image, expectations, purchase decisions
EXPLORING THE POTENTIAL OF MAKING TRADITIONAL SEMPRONG CAKES IN JAMBON VILLAGE Dwi Astono, Ari; Firdaus, Firdaus; Amalia Wulandari, Nisa; Felda, Elina
Mafaza : Jurnal Pengabdian Masyarakat Vol. 4 No. 1 (2024): Mafaza : Jurnal Pengabdian Masyarakat
Publisher : Mafaza : Jurnal Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32665/mafaza.v4i1.3072

Abstract

Community service carried out with the need to increase income and create jobs, as well as preserving local cultural identity through traditional culinary heritage, aims to increase the production of semprong cakes in Jambon Village, Temanggung Regency. The main aim of the service is to increase income and create jobs in the village, as well as to strengthen local cultural identity and preserve traditional culinary heritage. The implementation method uses PAR (Participatory Action Research) involving training and mentoring carried out by the PKM Team and students of the Muhammadiyah University of Semarang (Unimus). Concrete results from this service include developing more effective marketing strategies and improving the quality of semprong cake production. Culturally, this increase in production plays a role in preserving local wisdom and transmitting culinary traditions to future generations. In addition to direct benefits for village communities, this program also provides valuable insight into the social, economic and cultural conditions of local communities. Thus, this service has the potential to become a model of sustainable local development and can be applied in other areas that have similar potential.
Co-Authors Ahmad Fahmi Amalia Wulandari, Nisa Firdaus Firdaus Isna, Nova Nisrina, Ghina Nurhayati