Keputusan pembelian pada kuliner mie instan olahan ditinjau dari inovasi, citra merek dan labelisasi halal

Abstract

This research was conducted to determine the effect of product innovation, brand image, and halal labeling on purchasing a food product in the Muslim community in Medan City. The primary data source was obtained by distributing questionnaires to 100 Muslim people in Medan City, which were obtained using the accidental sampling technique. The analysis used in this study is a multiple linear regression analysis showing that the decisions of the Muslim community on product innovation and brand image are not proven to influence purchasing decisions significantly. Meanwhile, confirmed Halal Labeling is a determinant of purchasing decisions.

Public interest statement

This study provides insight to marketers regarding the importance of halal labeling in improving consumer purchasing decisions, especially in the food industry.