PENGARUH ATRIBUT PRODUK DAN PENGETAHUAN KONSUMEN TENTANG PRODUK BERLABEL HALAL TERHADAP KEPUTUSAN  PEMBELIAN DI KFC (Studi Kasus Pada Pengunjung KFC Daan Mogot)

Didin Hikmah Perkasa; Makhmud Amin Wakhid

doi:10.22441/jimb.v3i3.3860

PENGARUH ATRIBUT PRODUK DAN PENGETAHUAN KONSUMEN TENTANG PRODUK BERLABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN DI KFC (Studi Kasus Pada Pengunjung KFC Daan Mogot)

Authors

Didin Hikmah Perkasa Fakultas Ekonomi dan Bisnis, Universitas Mercu Buana
Makhmud Amin Wakhid Fakultas Ekonomi dan Bisnis, Universitas Mercu Buana

DOI:

https://doi.org/10.22441/jimb.v3i3.3860

Keywords:

Atribut Produk, Ilmu Konsumen, Keputusan Pembelian,

Abstract

Penelitian ini merupakan studi atribut produk dan pengetahuan konsumen terhadap
keputusan pembelian pada restoran makanan cepat saji KFC daan mogot, penelitian ini
dilakukan terhadap 100 responden dengan menggunakan pendekatan deskriptif kuantitatif.
Dengan menggunakan dua variabel bebas yaitu atribut produk, pengetahuan konsumen
dan variabel terikatnya adalah keputusan pembelian. Penelitian ini bertujuan untuk
mengetahui pengaruh atribut produk (X1) dan pengetahuan konsumen tentang produk
yang diberi label halal (X2) terhadap keputusan pembelian (Y). Hasil penelitian ini
menunjukkan secara simultan (F test) variabel atribut produk dan pengetahuan konsumen
tentang produk yang diberi label sebagai halal bersama memiliki dampak positif dan
signifikan terhadap keputusan pembelian. Secara parsial (t test) variabel atribut produk
dan pengetahuan konsumen tentang produk yang diberi label sebagai halal bersama
memiliki dampak positif dan signifikan terhadap keputusan pembelian.

Downloads

Download data is not yet available.

Downloads

Published

2017-11-01

How to Cite

Perkasa, D. H., & Wakhid, M. A. (2017). PENGARUH ATRIBUT PRODUK DAN PENGETAHUAN KONSUMEN TENTANG PRODUK BERLABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN DI KFC (Studi Kasus Pada Pengunjung KFC Daan Mogot). Jurnal Ilmiah Manajemen Dan Bisnis, 3(3), 385–397. https://doi.org/10.22441/jimb.v3i3.3860

Download Citation

Issue

Vol. 3 No. 3 (2017): Jurnal Ilmiah Manajemen dan Bisnis

Section

Articles

License

The copyright of this article was transferred to Universitas Mercu Buana if and when the article was accepted for publication. The undersigned below transfers all and all rights in and to paper including without limitation all copyright to UMB. The undersigned states and guarantees that the paper is genuine and that he is the author of the paper, except material that is clearly identified as the original source, with the notification of the permission of the copyright owner if necessary and has the power and authority to make and carry out this assignment. We state that this paper has not been published in the same form elsewhere.

Furthermore, I / We hereby transfer unlimited publicity rights to the above mentioned papers as a whole to Universitas Mercu Buana. Copyright transfers include the right to reproduce and distribute articles, including reprints, translations, photo reproductions, microforms, electronic forms (offline, online) or other reproductions that have similar properties. The appropriate author signs and accepts the responsibility for releasing this material on behalf of each and all co-authors. This agreement must be signed by at least one of the authors who has obtained approval from the co-author (s) where applicable.

After the submission of this agreement is signed by the appropriate author, changes in authorship or in the order of the registered author will not be accepted. Retained Rights / Provisions and Conditions Although the author is permitted to reuse all or part of the Work in another work, this does not include giving a third party request for reprinting, republishing, or any other type of reuse.