Pengaruh Manfaat Produk, Varian Produk dan Sertifikasi Halal Terhadap Minat Beli Minuman Fitneup

Viya, Olif (2026) Pengaruh Manfaat Produk, Varian Produk dan Sertifikasi Halal Terhadap Minat Beli Minuman Fitneup. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to analyze the effect of product benefits, product variants, and halal certification on the purchase intention of Fitmeup beverages. This study uses a quantitative approach with data collection techniques through the distribution of questionnaires to 100 respondents who meet the specified criteria. The sampling technique used is purposive sampling. The data obtained was then analyzed using multiple linear regression analysis with the help of the SPSS program. The results showed that product benefits had a positive and significant effect on the purchase intention of Fitmeup drinks. Product variety was also found to have a positive and significant effect on purchase intention. Meanwhile, halal certification had a positive but insignificant effect on purchase intention. Simultaneously, product benefits, product variety, and halal certification collectively influenced purchase intention. Keywords: Product Benefits, Product Variety, Halal Certification, Purchase Intention.

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