KESADARAN MASYARAKAT TENTANG LABEL HALAL DALAM MEMPENGARUHI MINAT BELI KONSUMEN DI KOTA SERANG

Abstract

This study aims to test and find out the public's halal awareness of buying interest in food and beverage products in Serang City. In collecting data using a questionnaire distributed to 95 respondents. The research results for the coefficient of determination obtained a value of 59.10%. The regression test obtained the equation value Y = 5.361 + 0.784.X. From this equation it can be seen that every change that occurs in variable X (public awareness) increases, the purchasing intention variable will also increase, or vice versa. the calculated t value is 11.584, with a significance level of 0.000 indicating that Ha is accepted and Ho is rejected, meaning that there is a positive and significant influence on public awareness about the halal label on consumer buying interest in food and beverage products that have a halal label