PENGARUH HARGA DAN LABELISASI HALAL PADA KEMASAN LUWAK WHITE KOFFIE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI SAMARINDA

Abstract

The aim of this research is to find out whether the price and halal labeling on the Luwak Whit Koffie packaging influence consumer purchasing decisions in Samarinda. The basis of this theory is marketing management. Marketing concepts, prices, price indicators, price dimensions, halal labels, purchasing decisions, factors that influence decisions and the decision making processThis research was conducted in the city of Samarinda. The sample taken was 100 respondents using the non probability sampling method with Purposive Sampling sampling technique. The analytical tool in this research uses multiple linear regression analysis using the IMB SPSS Statistics program tools. The results of this research show that: 1) The price variable has a positive and significant effect on purchasing decisions. This means that the better the price offered, the more it influences the decision to purchase Luwak White Koffie in Samarinda. 2) The halal label variable has a positive and significant effect on purchasing decisions. This means that apart from providing peace of mind, the halal label also provides consumers with a guarantee of the best quality products. 3) The variable price and halal label partially have a positive and significant effect. This means that the price and halal label influence the decision to purchase Luwak White Koffie coffee in Samarinda