Pengaruh Citra Merek, Kesadaran, Sertifikasi, dan Bahan Baku Halal terhadap Minat Beli Produk Halal: Studi pada Mahasiswa UIN Sayyid Ali Rahmatullah Tulungagung

Abstract

This study aims to determine the effect of brand image, halal awareness, halal certification, and halal raw materials on interest in buying halal products. The dependent variable in the study is buying interest, while the independent variables are brand image, halal awareness, halal certification, and halal raw materials. The data in this study were collected through a google from questionnaire which was distributed to students with active status in the Islamic economics department of UIN Sayyid Ali Rahmatullah Tulungagung. The research method used is descriptive quantitative. The population in this study were students majoring in Islamic economics, with the data collected amounting to 100 respondents. The data analysis tool used in this study uses the classical assumption test and multiple linear regression test through the SPSS 16 application. The partial results show that the halal raw material variable is the only variable that has a significant influence on buying interest in halal products, while the brand image variable , Halal awareness and halal certification do not have a significant effect on interest in buying halal products but have an indirect effect on interest in buying halal products. The results of the study simultaneously variable brand image, halal awareness, halal certification, and halal raw materials have a significant effect on buying interest in halal products with a total effect of 30.7 percent.