PENGARUH ATRIBUT PRODUK DAN LABEL HALAL SEBAGAI VARIABEL MPDERATING TERHADAP KEPUTUSAN PEMBELIAN PRODUK KEMASAN DI KOTA MEDAN

Yossie Rossanty SE.,MM, M. Dharma Tuah Putra Nasution SE.,MM

Abstract

This study aims to determine the effect of product attributes and halal label as
moderating variables on product purchasing decisions packaging in Kota
Medan.Populasi in this study is consumers who buy packaged products which have
a halal label in the city of Medan were countless, so the population is not known
surely. Samples were obtained from some consumers who have already purchased
the product packaging has a halal label in the city of Medan. The sampling
technique used by non-probability sampling. The sample size is of 110 respondents.
The data used is primary data collection method of data using questionnaires. The
analysis technique used is multiple regression with moderating variables
Target specialized in the research is very important to do, considering the majority
of residents in the city of Medan 67.8% are Muslims, it is unfortunate if it can not
consume halal sharia-compliant products. Expected outcomes of this research is to
be published in scientific journals that have become ISSN and additional
information in making teaching materials on the subject Marketing Management.
This study will be conducted in 21 districts in the city of Medan. Old study is
scheduled for 6 months.