PENGARUH PERSEPSI HARGA, CITA RASA DAN LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN MIXUE

RAHMADANI, ILHAM (2024) PENGARUH PERSEPSI HARGA, CITA RASA DAN LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN MIXUE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the influence of Price Perception, Taste, Halal Label on Purchasing Decisions for Mixue products. The population in this research is a survey of Mixue consumers. The research sample used was 160 people using a purposive sampling method technique. The approach taken in this research is a quantitative approach. The data analysis method used is Partial Least Square (Smart-PLS) version 3.0. The results of this research indicate that Price Perception has a positive and significant effect on Purchasing Decisions. Taste has a positive and significant effect on Purchasing Decisions. The Halal Label has a positive and significant effect on Purchasing Decisions. Keywords: Price Perception, Taste, Halal Label, Purchase Decision, Mixue. Penelitian ini bertujuan untuk menganalisis pengaruh Persepsi Harga, Cita Rasa, Label Halal terhadap Keputusan Pembelian produk Mixue. Populasi dalam penelitian ini adalah survei pada konsumen Mixue. Sampel penelitian yang digunakan sebanyak 160 orang dengan menggunakan teknik metode purposive sampling. Pendekatan yang dilakukan dalam penelitian ini adalah pendekatan kuantitatif. Metode analisis data yang digunakan adalah Partial Least Square (Smart-PLS) versi 3.0. Hasil penelitian ini menunjukkan bahwa Persepsi Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Cita Rasa berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Label Halal berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci: Persepsi Harga, Cita Rasa, Label Halal, Keputusan Pembelian, Mixue

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 133
Call Number: SE/31/24/107
NIM/NIDN Creators: 43120010013
Uncontrolled Keywords: Persepsi Harga, Cita Rasa, Label Halal, Keputusan Pembelian, Mixue
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.69 Labels and Match Covers/Label
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 29 Apr 2024 07:10
Last Modified: 29 Apr 2024 07:10
URI: http://repository.mercubuana.ac.id/id/eprint/88307

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