Pengaruh Sertifikasi Halal, Kesadaran Halal, dan Citra Merek Terhadap Keputusan Pembelian Mahasiswa Beragama Islam di Kota Palembang Pada Produk Roti BreadTalk

ABSTRACT

The purpose of this study was to determine and analyze the effect of halal certification, halal awareness, and brand image on purchasing decisions of muslim students in Palembang City on BreadTalk bread products. This type of research is survey research using a questionnaire as an instrument. The population used in this study were muslim students in the city of Palembang who purchased BreadTalk bread. The sampling technique in this study used a purposive sampling technique involving 96 respondents. The analysis technique in this study used multiple regression while the t test was used to test the hypothesis. The results of this study indicate that Halal Certification and Halal Awareness have a negative and insignificant effect on the purchasing decisions of muslim students in Palembang City on BreadTalk bread products. Meanwhile, Brand Image has a positive and significant effect on purchasing decisions of muslim students in Palembang City on BreadTalk bread products.

Keywords: Halal Certification, Halal Awareness, Brand Image, Purchase Decision.