THE EFFECT ANALYSIS OF HALAL LABELING, BRAND IMAGE, AND PRICE TOWARD BUYING INTEREST ON PROCESSED FOOD PRODUCTS IN SMALL AND MEDIUM ENTERPRISES (CASE STUDY: ISLAMIC UNIVERSITY IN YOGYAKARTA)

Aprilia Ayu Setiyani (2021) THE EFFECT ANALYSIS OF HALAL LABELING, BRAND IMAGE, AND PRICE TOWARD BUYING INTEREST ON PROCESSED FOOD PRODUCTS IN SMALL AND MEDIUM ENTERPRISES (CASE STUDY: ISLAMIC UNIVERSITY IN YOGYAKARTA). S1 thesis, Universitas Muhammadiyah Yogyakarta.

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Abstract

<p>Penelitian ini bertujuan untuk menganalisis pengaruh labelisasi halal, brand image, dan harga terhadap minat beli produk olahan makanan UKM di Yogyakarta. Subyek dalam penelitian ini adalah mahasiswa/mahasiswi aktif S1 di Universitas yang berlandaskan Islam yang sudah terakreditasi A di Yogyakarta. Data dalam penelitian ini diperoleh dari penyebaran kuisioner sebanyak 165 responden. Analisis data menggunakan analisis linear berganda. Hasil pengujian menunjukkan bahwa labelisasi halal, brand image, dan harga berpengaruh signifikan terhadap minat beli. Labelisasi halal berpengaruh positif dan signifikan terhadap minat beli mahasiswa Yogyakarta terhadap produk olahan makanan UKM. Brand image berpengaruh positif dan signifikan terhadap minat beli mahasiswa Yogyakarta terhadap produk olahan makanan UKM. Harga berpengaruh positif dan signifikan terhadap minat beli mahasiswa Yogyakarta terhadap produk olahan makanan UKM.</p>

Item Type: Thesis (S1)
Divisions: Fakultas Ekonomi dan Bisnis > Ekonomi S1
Depositing User: Unnamed user with email robi@umy.ac.id
Date Deposited: 13 Dec 2021 02:52
Last Modified: 13 Dec 2021 02:52
URI: https://etd.umy.ac.id/id/eprint/6930

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