Pengaruh Labelisasi Halal dan Brand Image Ice Cream Mixue & Tea terhadap keputusan pembelian konsumen remaja kota Surabaya

Effect of Halal Labeling and Brand Image of Ice Cream Mixue & Tea on the purchasing decisions of Surabaya youth consumers

Penelitian ini bertujuan untuk mengetahui Pengaruh Labelisasi Halal dan Brand Image  secara parsial Terhadap Keputusan Pembelian Produk Ice Cream Mixue & Tea dan Penelitian ini bertujuan untuk mengetahui Pengaruh Labelisasi Halal dan Brand Image Ice Cream Mixue & Tea secara simultan Terhadap Keputusan Pembelian Produk Ice Cream Mixue & Tea. Penelitian ini menggunakan kuantitatif deskriptif. Populasi penelitian ini adalah responden yang berumur 17-24 tahun , beragama muslim , yang pernah melakukan keputusan pembelian terhadap produk Ice Cream Mixue & Tea di cabang Royal Plaza dan responden minimal melakukan 2x melakukan pembelian. Penelitian ini dengan 100 sampel menggunakan metode teknik Purposive Sampling. Data dikumpulkan melalui google form diukur dengan skala likert menggunakan software SPSS versi IBM 26 dengan metode analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa secara parsial terdapat pengaruh positif pada Labelisasi Halal dan Brand Image Ice Cream Mixue & Tea Terhadap Keputusan Pembelian Konsumen Remaja kota Surabaya. Serta, hasil penelitian menjelaskan bahwa secara simultan terdapat pengaruh positif dari Labelisasi Halal dan Brand Image Ice Cream Mixue & Tea Terhadap Keputusan Pembelian Konsumen Remaja kota Surabaya. Kesimpulannya bahwa Labelisasi Halal dan Brand Image adalah dua hal yang saling mendukung dalam konsumen melakukan keputusan pembelian.

Keywords : Labelisasi Halal , Brand Image dan Keputusan Pembelian

This study aims to determine the effect of Halal Labeling and Brand Image on Tiktok partially on the Purchase Decision of Ice Cream Mixue & Tea Products and this study aims to determine the Effect of Halal Labeling and Brand Image simultaneously on Purchase Decisions for Ice Cream Mixue & Tea Products. This research uses descriptive quantitative. The population of this study were respondents aged 17-24 years, Muslim, who had made a purchasing decision on Ice Cream Mixue & Tea products at the Royal Plaza branch and the respondent made at least 2x purchases. This study used a purposive sampling technique with 100 samples. Data collected via google form was measured with a Likert scale using the IBM 26 version of SPSS software with multiple linear regression analysis methods. The results of this study indicate that partially there is a positive influence on Halal Labeling and Brand Image on Purchasing Decisions of Surabaya Youth Consumers. Also, the results of the study explain that simultaneously there is a positive influence from Halal Labeling and Brand Image on the Purchasing Decisions of Surabaya Youth Consumers. The conclusion is that Halal Labeling and Brand Image are two things that support each other in consumers making purchasing decisions.

Keywords: Halal Labeling, Brand Image and Purchase Decision