Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menguji pengaruh country of origin, product involvement, dan halal brand awareness terhadap keputusan pembelian mi instan samyang di kota banda aceh. data dikumpulkan melalui kuesioner dengan jumlah sampel sebanyak 170 responden yang merupakan konsumen yang telah membeli produk samyang. teknik pengambilan sampel menggunakan metode purposive sampling dan proportional sampling. analisis data dilakukan dengan menggunakan regresi linier berganda. hasil penelitian menunjukkan bahwa secara parsial maupun simultan, country of origin, product involvement, dan halal brand awareness berpengaruh signifikan terhadap keputusan pembelian mi instan samyang di kota banda aceh. country of origin menunjukkan bahwa persepsi positif terhadap negara asal produk dapat meningkatkan kepercayaan konsumen. product involvement menunjukkan bahwa semakin besar keterlibatan konsumen terhadap produk, semakin tinggi kemungkinan untuk membeli. halal brand awareness menunjukkan bahwa kesadaran konsumen terhadap label halal memengaruhi keputusan pembelian, terutama di wilayah mayoritas muslim. temuan ini diharapkan dapat memberikan kontribusi dalam memahami perilaku konsumen terhadap produk impor dan dapat dijadikan acuan bagi pelaku usaha dalam merancang strategi pemasaran yang sesuai dengan preferensi dan nilai konsumen di daerah penelitian.

This study aims to examine the influence of Country of Origin, Product Involvement, and Halal Brand Awareness on the purchase decision of Samyang instant noodles in Banda Aceh. Data were collected through questionnaires distributed to 170 respondents who had previously purchased Samyang products. The sampling technique used was purposive sampling combined with proportional sampling. Data analysis was conducted using multiple linear regression. The results show that both partially and simultaneously, Country of Origin, Product Involvement, and Halal Brand Awareness have a significant influence on purchase decisions. The Country of Origin variable indicates that positive perceptions of a product’s country of origin can increase consumer trust. Product Involvement shows that higher consumer engagement with a product increases the likelihood of purchase. Halal Brand Awareness demonstrates that consumer awareness of halal labels influences purchase decisions, especially in predominantly Muslim regions. These findings are expected to contribute to a better understanding of consumer behavior toward imported products and can serve as a reference for businesses in designing marketing strategies that align with the preferences and values of consumers in the research area.