PENGARUH KUALITAS PELAYANAN, VARIASI MENU, LABEL HALAL, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA MIE GACOAN (Studi pada Konsumen Mie Gacoan Outlet Purwokerto)

AISY, NA’ILLAH FARAH (2024) PENGARUH KUALITAS PELAYANAN, VARIASI MENU, LABEL HALAL, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA MIE GACOAN (Studi pada Konsumen Mie Gacoan Outlet Purwokerto). S1 thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

The aim of this research is to analyze the influence of service quality, menu variations, halal labels and brand image on purchasing decisions at Mie Gacoan. The population of this research is consumers of Mie Gacoan outlets in Purwokerto. The sampling method used was purposive sampling with a sample size of 110 people with several required criteria. Questionnaires were used as a data collection tool. The results of the regression analysis show that service quality has a significant effect on purchasing decisions, menu variations have no effect on purchasing decisions, halal labels have a significant effect on purchasing decisions and brand image has a significant effect on purchasing decisions.

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