SKRIPSI: Pengaruh Kualitas Produk, Kepercayaan Merek, dan Harga terhadap Keputusan Pembelian Produk Susu Kambing Peranakan Etawa Bubuk Merek Zuzuka Yogyakarta

SUGIYANA, Silviana Indriani (2025) SKRIPSI: Pengaruh Kualitas Produk, Kepercayaan Merek, dan Harga terhadap Keputusan Pembelian Produk Susu Kambing Peranakan Etawa Bubuk Merek Zuzuka Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This research aims to test the effect of halal labeling on purchasing decisions with purchase intention as an intervening variable. The population in this study were consumers who had purchased and used Wardah lipstick products in Yogyakarta with a sample of 107 samples. This study uses the Non Probability Sampling method with a purposive sampling technique approach that can help researchers in determining research samples. The research method used in this study is using Macro Process path analysis on SPSS and validity testing using CFA. The results of this study indicate that: (1) halal labeling influences purchasing decisions, (2) halal labeling influences purchasing interest, (3) purchasing interest influences purchasing decisions, and (4) halal labeling influences purchasing decisions through purchasing interest.

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