Pengaruh Label Halal terhadap Keputusan Pembelian Produk Makanan Mie Samyang melalui Kepercayaan Konsumen sebagai Variabel Mediasi: Studi Kasus pada Mahasiswa/i Muslim di FEB Universitas Yapis Papua
DOI:
https://doi.org/10.47747/snfmi.v1i.1499Abstract
Halal labeling is a label that informs consumers of the labeled product, that the product is truly halal and the ingredients it contains do not contain elements that are prohibited by sharia so that these products can be consumed by consumers. Thus, products that do not include a halal label on their products are considered not to have received approval by the authorized institution (LPPOM-MUI) to be classified as halal products or are considered doubtful about their halalness. The halal label is important because it is useful for providing confidence to consumers in the decision-making process. This study aims to determine the effect of halal labeling on purchasing decisions mediated by consumer confidence. This research method is quantitative research with 113 respondents. The data collection method was carried out through distributing online questionnaire links to respondents. The results showed that halal label has a positive and significant effect on purchasing decisions, halal label has a positive and significant effect on consumer confidence, consumer confidence has a positive and significant effect on purchasing decisions, halal label has a positive and significant effect on purchasing decisions for food products through consumer confidence as a mediating variable, consumer confidence is significant to be a mediating variable between halal labels on purchasing decisions.
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