PENGARUH LABELISASI HALAL DAN E-WOM TERHADAP MINAT BELI PRODUK SAMYANG (Studi Kasus pada Siswa-Siswi SMK Islam Nurul Hayat Cipayung-Depok)
| Main Author: | HAFIZHA, NAURAH |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
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| Subjects: | |
| Online Access: |
https://eprints.untirta.ac.id/3377/1/PENGARUH%20LABELISASI%20HALAL%20DAN%20E-WOM%20TERHADAP%20MINAT%20BELI%20PRODUK%20SAMYANG%20%28Studi%20Kasus%20pada%20Siswa-Siswi%20SMK%20Islam%20Nurul%20Hayat%20Cipayung-Depok%29.pdf https://eprints.untirta.ac.id/3377/ https://feb.untirta.ac.id/ |
Daftar Isi:
- This research was conducted to examine the effect of Halal and E-WOM labeling on Samyang Product Purchase Interest (Case Study at Nurul Hayat Cipayung-Depok Islamic Vocational School) both partially and simultaneously. The population of this study was all students of Islamic Vocational School Nurul Hayat Cipayung-Depok, totaling 128 students. The sampling technique used is purposive sampling, namely the sampling technique with certain considerations or criteria. By using the Slovin formula so that the sample in this study amounted to 57 respondents who were students of Islamic Vocational School Nurul Hayat Cipayung-Depok who knew and had purchased Samyang products. The data collection method uses a questionnaire method which is then analyzed by multiple linear regression analysis with pasrial test (t test) and simultaneous test (F) with the help of IBM SPSS Statistics 25 software. The results of multiple linear tests stated that the variable Halal Labeling (X1) had an influence of 0.214 on buying interest (Y) while E-WOM (X2) had an influence of 0.227 on the purchase interest satisfaction of Samyang products (Y). The coefficient of determination indicates that student satisfaction is influenced by the quality of service and the image of the institution by 26.3% and the remaining 73.7% is influenced by other factors not examined in this study. From the t test results it can be concluded that partially Halal Labeling (X1) and E- WOM (X2) variables have a significant effect on Samyang (Y) Product Purchase Interest variables. And from the F test results it can be concluded that simultaneous labeling variables Halal (X1) and E-WOM (X2) have a significant influence on the variable Purchase Interest of Samyang (Y) products. Keywords: Halal Labeling, E-WOM and Purchase Interest.