Pengaruh Label Halal dan Review Konsumen Terhadap Keputusan Pembelian Pada Mie Samyang di Surabaya

Abstract

Abstract

The continued advancements in technology have sparked numerous groundbreaking developments in various fields includingfood industry companies that lead to fast food or instant food. Instant noodles, which are one of the innovative fast food products that are well received by people around the world, one of them is Samyang Instant Noodles. The Samyang Food company has a problem formulation from the public, namely whether the halal label and consumer reviews have an influence of Samyang Instant Noodles on purchasing choices is substantial and positive. with the research objectives being achieved In order to assess the impact of halal labels and consumer reviews on purchasing decisions on Samyang Instant Noodles, so that the benefits obtained is to increase the choices made by consumers when buying Samyang Instant Noodle products. Quantitative research encompasses this particular research methodology which aims to determine each variable that is dominant or that influences one another between variables using a non-probability sampling technique was employed, involving a group of 100 participants. The target population for this research consisted of Surabaya residents in the Sukolilo sub-district and used data collection techniques, namely e-questionnaire through Google forms and data analysis techniques using SPSS software version 25. After conducting an analysis of a portion of the data, it was observed that the t count exceeded the t table value, indicating a higher probability level. After analyzing the data with a significance level of 0.05, it is evident that the calculated F-value exceeds the critical F-value, indicating a probability value below 0.05. Thus, a valid conclusion can be drawn, affirming the influential impact of both halal labels and consumer reviews on purchasing decisions within Surabaya.

Keywords : Halal Label, Consumer Reviews, and Purchase Decision