Pengaruh Kesadaran Merek terhadap Keputusan Pembelian Produk Hand Sanitizer Merk Antis Melalui Label Halal sebagai Variabel Mediasi

Authors

  • Berliana Trialda Kaldera Universitas Islam Indonesia, Indonesia
  • Murwanto Sigit Universitas Islam Indonesia, Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i2.8864

Keywords:

Kesadaran Merek, Keputusan Pembelian, Label Halal, Hand Sanitizer

Abstract

Penelitian ini bertujuan untuk menganalisis bagaimana pengaruh kesadaran merek terhadap keputusan pembelian produk hand sanitizer merk antis melalui label halal sebagai variabel mediasi. Metode analisis data penelitian ini menggunakan data kuantitatif dan diolah menggunakan alat analisis statistik SPSS 26 serta telah diuji validitas dan reliabilitasnya. Teknik analisis data yang dilakukan dalam penelitian ini adalah menggunakan analisis statistik deskriptif, uji instrumen, uji asumsi klasik, uji regresi serta uji hipotesis. Data diperoleh dengan disebarkannya kuesioner kepada warga kota Yogyakarta dan sekitarnya yang pernah menggunakan hand sanitizer Antis. Pada penelitian ini menggunakan 100 responden. Hasil penelitian menunjukkan bahwa variabel kesadaran merek memiliki pengaruh terhadap keputusan pembelian dan label halal, sedangkan label halal memiliki pengaruh terhadap keputusan pembelian.

 

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Published

12-08-2023

How to Cite

Kaldera, B. T. ., & Sigit, M. . (2023). Pengaruh Kesadaran Merek terhadap Keputusan Pembelian Produk Hand Sanitizer Merk Antis Melalui Label Halal sebagai Variabel Mediasi. Jurnal Pendidikan Tambusai, 7(2), 15751–15765. https://doi.org/10.31004/jptam.v7i2.8864

Issue

Vol. 7 No. 2 (2023): Agustus 2023

Section

Articles of Research

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