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Studi Kuantitatif: Pengaruh Kesadaran Konsumen, Kepercayaan Merek, dan Sertifikasi Halal terhadap Minat Beli di Bagus Bakery

Year: 2024

Type: article

Abstract: This study was conducted at Bagus Bakery MSMEs to investigate the influence of consumer awareness, brand trust, and halal certification on the purchase interest in Bagus Bakery products. Employing a quantitative research approach grounded in positivism philosophy, data were gathered using a questionnaire distributed via Google Forms to 90 respondents who had purchased Bagus Bakery products in May and resided in Gedangan Village. The data were analyzed using SPSS software. The t-test results indicated that consumer awareness, brand trust, and halal certification each had a significant and positive impact on purchase interest. Furthermore, regression analysis yielded an R² value of 0.836, demonstrating that 83.6% of the variance in purchase interest is explained by these three variables, with the remaining 16.4% attributable to other factors.

Source: SAMMAJIVA Jurnal Penelitian Bisnis dan Manajemen

DOI: 10.47861/sammajiva.v2i4.1535

Authors: Prianda Pebri, Faulia Anggeraini

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Zero hunger

Open Access status: diamond

OpenAlex ID: W4407379396

FWCI:

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