Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menguji pengaruh label halal dan kualitas produk terhadap keputusan pembelian produk makanan kemasan impor dengan brand image sebagai variabel intervening. data dikumpulkan menggunakan kuesioner yang disebarkan kepada 100 sampel yang merupakan masyarakat generasi z kota banda aceh. sampel diambil dengan teknik purposive sampling dan menggunakan rumus slovin. adapun pengujian hipotesis menggunakan analisis jalur. hasil penelitian menunjukkan bahwa label halal dan kualitas produk berpengaruh positif dan signifikan terhadap brand image dan keputusan pembelian. ditemukan juga bahwa brand image memediasi label halal dan kualitas produk terhadap keputusan pembelian secara parsial. hasil penelitian ini menyarankan kepada produsen produk makanan kemasan impor untuk mencantumkan label halal dan meningkatkan kualitas produk guna meningkatkan brand image dan keputusan pembelian. kata kunci: label halal, kualitas produk, brand image, keputusan pembelian.

This research aims to examine the influence of halal labels and product quality on purchasing decisions for imported packaged food products with brand image as an intervening variable. Data was collected using a questionnaire distributed to 100 samples who were generation Z people in Banda Aceh City. Samples were taken using purposive sampling technique and using the Slovin formula. Hypothesis testing uses path analysis. The research results show that the halal label and product quality have a positive and significant effect on brand image and purchasing decisions. It was also found that brand image partially mediates halal labels and product quality on purchasing decisions. The results of this research suggest manufacturers of imported packaged food products to include halal labels and improve product quality in order to improve brand image and purchasing decisions. Keywords: Halal Label, Product Quality, Brand Image, Purchase Decision.