Pengaruh Labelisasi Halal, Merek, dan Harga Terhadap Keputusan Pembelian Produk Ice Cream Mixue

Muhammad Ismail (Jurnal)
Johny R. E. Tampi (Business Adminstration Study Program)
Olivia F. C. Walangitan (Business Adminstration Study Program)

Productivity
Vol 5 No 4 (2024): Desember 2024

Marketing is the process by whic individuals or groups obtain what they need by creating, offering, and exchanging products of value to others. The aim of this research is to determine the influence of the three variables studied, namely halal labeling, brand and price on purchasing decisions for ice cream mixue products. This research uses quantitative methods, the population in this research is mixue consumers, and 100 samples were taken for the research. The sampling technique used was purposive sampling using the Lemesnow formula so that a sample size of 100 respondents was obtained. Data analysis uses multiple correlation analysis, Linear Regression Multiple, and for Hypothesis testing using the T test, F Test, Correlation Coefficient, and Determination Coefficient (R2)