PENGARUH DAYA TARIK IKLAN, LABEL HALAL, DAN HARGA TERHADAP MINAT BELI MIE INSTAN MEREK INDOMIE (Studi Kasus Pada Mahasiswa STEI Jakarta)

Anissa, Aodinatasya (2022) PENGARUH DAYA TARIK IKLAN, LABEL HALAL, DAN HARGA TERHADAP MINAT BELI MIE INSTAN MEREK INDOMIE (Studi Kasus Pada Mahasiswa STEI Jakarta). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh daya tarik iklan, label halal, dan harga terhadap minat beli mi instan merek Indomie pada mahasiswa STEI Jakarta. Populasi dalam penelitian ini adalah mahasiswa STEI Jakarta angkatan 2017 yang mengkonsumsi mi instan meerk Indomie. Sampel dalam penelitian ini adalah 272 responden. Metode analisis data yang digunakan adalah analisis statistik deskriptif. Analisis data yang digunakan dalam penelitian ini adalah koefisien determinasi. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling.Teknik pengujian data yang digunakan dalam penelitian ini meliputi uji validitas, uji reliabilitas dan koefisien determinasi dengan menggunakan program SPSS statistik versi 22. Hasil penelitian menyimpulkan bahwa daya tarik iklan berpengaruh signifikan terhadap minat beli mi instan merek Indomie. Label halal berpengaruh signifikan terhadap minat beli mi instan merek Indomie. Harga berpengaruh signifkan terhadap minat beli mi instan merek Indomie. Secara simultan terdapat pengaruh daya tarik iklan, label halal dan harga terhadap minat beli mi instan merek Indomie. This study aims to determine the influence of advertising appeal, halal labels, and price on buying interest of Indomie instant noodles in STEI Jakarta students. The population in this study are college students of STEI Jakarta who consumend Indomie instant noodles. The sample in this study was 272 respondents. The data analysis method used is descriptive statistical analysis. Analysis of the data used in this study is the coefficient of determination. The sampling method used in this research is purposive sampling. The data testing technique used in this study includes validity, reliability and coefficient of determination tests using the SPSS statistical version 22 program. The results of the study conclude that the attractiveness of advertising has a significant effect on buying interest in the Indomie brand of instant noodles. The halal label has a significant effect on buying interest in the Indomie brand instant noodles. Price has a significant effect on buying interest in the Indomie brand instant noodles. Simultaneously, there is an influence of advertising attractiveness, halal label and price on buying interest in Indomie brand instant noodles.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorEngkur, EngkurUNSPECIFIEDengkurdsh@gmail.com
Uncontrolled Keywords: Minat Beli, Daya Tarik Iklan, Label Halal, Harga
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Anissa Aodinatasya
Date Deposited: 26 Apr 2022 10:29
Last Modified: 26 Apr 2022 10:29
URI: http://repository.stei.ac.id/id/eprint/7560

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