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Journal : Journal of Economics and Business Aseanomics

Pengaruh Label Halal, Harga, dan Citra Merek terhadap Keputusan Pembelian Konsumen pada Starbucks M. Fahrul Rozjiqin; Ahmad Ajib Ridlwan
Journal of Economics and Business Aseanomics (JEBA) Vol 7, No 1 (2022): JANUARI - JUNI 2022
Publisher : Universitas YARSI

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (459.789 KB) | DOI: 10.33476/jeba.v7i1.2419

Abstract

The objective of this study was to identify the effect of halal labels, prices, and brand image on consumer purchasing decisions for Starbucks products to students in the city of Surabaya. The research method used is quantitative research with multiple linear regression analysis techniques. The sampling technique in this study used purposive sampling by distributing questionnaires according to predetermined respondent criteria. The results of the study stated that the halal label and brand image had a positive effect on consumer purchasing decisions. However, price has a negative effect on consumer purchasing decisions. These results indicate that students in the city of Surabaya make aspects of halal labels and brand image as determinants of consumer purchasing decisions in buying and consuming Starbucks products. While the price aspect is not part of the determinants of consumer purchasing decisions.
Co-Authors Abdul Hafidz Ach. Yasin Ahmad Iqbal Hamidi Ali Hasbi Ramadani Anas, Khirul Andre Dwijanto Witjaksono Anwar Adem Shikur Arilia, Linawati Asma Rita Athi Hidayati Aulia Deva Ferdana Aulia Siska Puspita Dewi Azizah Omar A’rasy Fahrullah Clarashinta Canggih Darmawan, Zulfikri Charis Darmawan, Zulfikri Charis Desy Kavanillah Devi Septiani Dewi Layyinatus Syifa Dewie Trie Wijayati Dimas Tresnanda Lusananta Dina Camelia Dini Wahyu Pratiwi Djoko Suwito Eldiana Purwadani Elya Zuliana Fadhilah Rahmawati Fadhilah Rahmawati Faisal Bagus Aji Apriliawan M. Daim Farah Avista Melania Fatchiatul Ma’rifah Febrianto, Nur Fitroh Firza Oktavia Nur Kumala Firza Oktavia Nurul Kumala Fitratun Ramadhany Hafid Kholidi Hadi Hafshah Afifah Az-Zuhdiyyah Hakim, M. Arif Rahman Hendry Cahyono Heru Arizal Hikmatul Nur Fadillah Hujjatullah Fazlurrahman Imam Laukhim Mahfudz Imam Mawardi Ismi Solikhatun Juliana Juliana Khirul Anas Khusnul Fikriyah Kodriyah Zumrotun Nisa LUCKY RACHMAWATI M. Fahrul Rozjiqin Masyhudan Dardiri May Nor Azita Moch. Khoirul Anwar Mochamad Firmansyah Moh Farih Fahmi Mohammad Chilmi Setia Aji Muhammad Farid Ilhamuddin Muhammad Hasan Muzaki Muhammad Khoirul Umam Muhammad Muhibbul Amin Muhammad Turhan Yani Rr. Nanik Setyowat Galeh Pranggono Denik Nur Islamiyah Muharromah, Gabriele Lailatul Muzaki, Muhammad Hasan Naufal Prima Satria Nur Fitroh Febrianto Oktavia Nurul Kumala, Firza Peni Haryanti Prabowo, Prayudi Setiawan Rachma Indrarini Rachmanu, Edvian Ditya Rachmanu, Edvian Ditya Raditya Sukmana Ratnasari, Variahatul Ridho Muhamad Rochmawati Fajri Rosa Prafitri Juniarti Salsabilla Kurniawati Sehiling, Selvi Selvi Sehiling Sri Abidah Suryaningsih Syifa, Dewi Layyinatus Taufiqur Rochman Tazkiyah Nur Laili Citra Dewi Tony Seno Aji Totok Suyanto Trias Madanika Kusumaningrum Variahatul Ratnasari Widia Wati Yan Putra Timur Yudhita Meika Wardani Yunus Yunus yunus Zainal Abidin Zakia Akmala Zulfikri Charis Darmawan