Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh label halal, harga, kualitas produk, dan nilai gizi terhadap keputusan pembelian produk mie instan dan makanan beku sehat di kota banda aceh. penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 125 responden, kemudian dianalisis menggunakan regresi linear berganda dengan bantuan spss. hasil penelitian menunjukkan bahwa secara parsial kualitas produk dan nilai gizi berpengaruh positif dan terhadap keputusan pembelian, sedangkan label halal dan harga tidak berpengaruh. namun secara simultan, label halal, harga, kualitas produk, dan nilai gizi berpengaruh signifikan terhadap keputusan pembelian, sehingga model penelitian dinyatakan layak. temuan ini menunjukkan bahwa konsumen lebih memprioritaskan kualitas produk dan nilai gizi dibandingkan label halal dan harga dalam pengambilan keputusan pembelian, sehingga produsen disarankan untuk meningkatkan kualitas produk serta menyajikan informasi nilai gizi secara jelas dan informatif. kata kunci: label halal, harga, kualitas produk, nilai gizi, keputusan pembelian.

This study aims to analyze the effect of halal labeling, price, product quality, and nutritional value on purchasing decisions of instant noodle and healthy frozen food products in Banda Aceh City. The research employed a quantitative approach using a survey method by distributing questionnaires to 125 respondents and analyzing the data through multiple linear regression with the assistance of SPSS. The results indicate that, partially, product quality and nutritional value have a positive and significant effect on purchasing decisions, while halal labeling and price do not show a significant effect. However, simultaneously, halal labeling, price, product quality, and nutritional value significantly influence purchasing decisions, indicating that the research model is feasible. These findings suggest that consumers tend to prioritize product quality and nutritional value over halal labeling and price when making purchasing decisions; therefore, producers are encouraged to improve product quality and provide clear and informative nutritional information. Keywords: Halal Labeling, Price, Product Quality, Nutritional Value, Purchasing Decision.