THE INFLUENCE OF HALAL LABELS, BRAND IMAGE AND PRODUCT QUALITY ON THE DECISION TO PURCHASE POP MIE CUP INSTANT NOODLE PRODUCTS

Abstract

The purpose of this study was to find out how the influence of halal labels, brand image and product quality on the decision to buy pop noodle cup instant noodle products in Bantul district, Yogyakarta. The population in this study is all consumers of Pop Mie Cup in Kasihan Bantul Subdistrict. Purposive sampling technique is selective selection. The data collection method is to distribute questionnaires to 115 consumers who have purchased pop mie at least once. Data analysis techniques use multiple linear regression models with the help of the SPSS program version 20.0. This research resulted in 1) Halal labels, brand image and product quality influence simultaneously on the decision to purchase Pop Mie Cup products, 2) Halal labels influence the decision to buy Pop Mie Cup products, 3) Brand image influences the decision to buy Pop Mie Cup products, 4) Product quality influences the decision to buy Pop Mie Cup products, 5) Price influences the decision to buy Pop Mie Cup products.

Keywords

• halal label
• brand image
• product quality
• purchase decision