Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menganalisis pengaruh sertifikasi halal, kualitas layanan, dan variasi produk terhadap minat beli gen z pada hassa ramen di kota banda aceh. penelitian ini menggunakan data kuantitatif yang terdiri dari data primer berupa kuesioner. sampel penelitian ini berjumlah 160 responden yang didapat melalui melalui rumus hair. analisis data menggunakan metode uji regresi linear berganda dengan menggunakan spss. hasil penelitian ini menunjukkan bahwa secara parsial variabel sertifikasi halal tidak berpengaruh terhadap minat beli, sedangkan variabel kualitas layanan dan variasi produk berpengaruh positif dan signifikan terhadap minat beli. kemudian secara simultan, variabel sertifikasi halal, kualitas layanan, dan varisi produk berpengaruh positif dan signifikan terhadap minat beli gen z pada hassa ramen di kota banda aceh. direkomendasikan agar pelaku usaha tetap menjaga kualitas layanan dan terus berinovasi pada produk agar menunya lebih variatif, walaupun hasil penelitian menunjukkan sertifikasi halal tidak berpengaruh signifikan, namun tetap menjaga komitmen dengan menjual makanan halal agar aman dikonsumsi semua kalangan. kata kunci: sertifikasi halal, kualitas layanan, variasi produk, minat beli gen z

ABSTRAC This study aims to analyze the effect of halal certification, service quality, and product variation on Gen Z's purchase interest in Hassa Ramen in Banda Aceh City. This research uses quantitative data consisting of primary data in the form of questionnaires. The research sample consisted of 160 respondents obtained through the Hair formula. Data analysis was conducted using multiple linear regression tests with SPSS. The results of this study indicate that, partially, the halal certification variable does not affect purchase interest, while the service quality and product variation variables have a positive and significant effect on purchase interest. Furthermore, simultaneously, the variables of halal certification, service quality, and product variation have a positive and significant effect on Gen Z's purchase interest in Hassa Ramen in Banda Aceh City. It is recommended that business operators continue to maintain service quality and continually innovate their products to make the menu more varied, although research results show that halal certification does not have a significant effect, it still maintains the commitment to selling halal food so that it is safe for everyone to consume. Keywords: Halal Certification, Service Quality, Product Variation, Purchase Intention Gen Z