PENGARUH LABELISASI HALAL TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK MAKANAN RINGAN (Studi Komparatif Pada Masyarakat Kecamatan Kuta Alam dan Kecamatan Ulee Kareng Banda Aceh)

Abstract

This study aims to determine the effect of halal labeling on purchasing decisions on snack products. The problem in this study is how the effect of halal labeling on snack products on people's purchasing decisions. The purpose of this study was to find out how the effect of halal labeling on snack products on people's purchasing decisions in Kuta Alam and Ulee Kareng sub-districts. The research method used is quantitative research using simple linear regression method. The sample in this study amounted to 120 respondents where each sub-district was 60 respondents. The sampling technique used was purposive sampling method. Data collection using questionnaires and data processing using SPSS version 21.00 analysis tool. The results showed that in the district of Kuta Alam halal labeling has an effect of 24.9% on people's purchasing decisions and the remaining 75.1% is influenced by other variables. While in Ulee Kareng sub-district, halal labeling has an effect of 20.7% and the remaining 79.3% is influenced by other variables. Therefore, the more snack products that have a halal label, the more they can provide a sense of security for the community in consuming these food products