Pengaruh Kualitas Produk, Harga, dan Label Halal Terhadap Minat Beli Pelanggan Pada UMK Tahu Baxo Ibu Yuni Surabaya

Abstract

Abstract

We all know that currently the culinary business in the category of snacks (snacks) is rampant. Not all food products, such as snacks, are of high quality, affordable, and labeled as halal. This is what causes buyers or consumers to be careful and smart in choosing good food to consume. In this study, we will discuss the influence of product quality, price, and halal label on buying interest of customers tofu baxo, Mrs. Yuni, Ketintang Baru Tengah IX branch, Surabaya. This research uses quantitative methods. The sample used was 96 consumer respondents or customers of Tofu Baxo, Mrs. Yuni, Ketintang Baru Tengah branch IX Surabaya. The sampling method uses a non-probability sampling technique with purposive sampling. This research was conducted by distributing questionnaires containing statements from indicators to respondents. The data source for this research is primary data and secondary data. The method of data analysis techniques used are validity and reliability tests, classical assumption tests, multiple linear regression tests, and hypothesis testing. From the data analysis that has been carried out, it shows that the variables Product Quality, Price, and Halal Label have an effect simultaneously or jointly on the variable Customer Purchase Interest in Ibu Yuni's Tofu Baxo, Ketintang Baru Tengah IX Surabaya branch.

Keywords : Product Quality, Price, Halal label, Customer Buying Interest