Pengaruh Labelisasi Halal, Kualitas Produk dan Kualitas Pelayanan terhadap Pembelian Ulang Produk Makanan Halal Lumpiabeef. Pdg di Kabupaten Pandeglang
DOI:
https://doi.org/10.30651/jms.v9i4.23470Abstract
Usaha Mikro Kecil Menengah (UMKM) telah menjadi bagian penting dari sisteme perekonomian Indonesia karena mereka memiliki keunggulan dibandingkan usaha besar, memiliki lebih banyak unit usaha, dan dapat menyerap lebih banyak tenagae kerja Meskipun UMKM adalah usaha berskala kecil, mereka tetap harus memiliki label halal karena mayoritas penduduk Indonesia beragama muslim. Label halal sangat penting bagi produsen untuk memberi tahu pelanggan bahwa produk mereka halal. Selain label halal, kualitas produk dapat memengaruhi keputusan pelanggan untuk memutuskan membeli ulang. Usaha UMKM Lumpiabeef.pdg memiliki reputasi yang baik untuk produknya. Selain itu kualitas pelayanan yang diberikan kepada pelanggan, apakah membuat pelanggan merasa nyaman saat membeli produknya. Penelitian ini merupakan jenis penelitian kuantitaitif. Dalam penelitian ini, Statistical Program for Social Science 25 digunakan untuk menganalisis data. Hasil dari penelitian ini menunjukan bahwa labelisasi halal, kualitas produk dan kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian ulang makanan halal Lumpiabeef.pdg di Kabupaten Pandeglang.
Kata Kunci : Kualitas Pelayanan, Kualitas Produk, Labelisasi Halal, Pembelian Ulang, UMKM.
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