Effectiveness Of Product Diversification And Halal Labeling On Purchasing Decisions Of Msme Food Products During The Covid Pandemic 19

Abstract

This research aims to determine 1. The effect of product diversification on purchasing decisions for MSME Domas Makmur food products. 2. The effect of Halal labeling on purchasing decisions for MSME Domas Makmur food products. And 3. The effect of product diversification and halal labeling on purchasing decisions for Domas Makmur MSME food products. The object of this research is the customers of Domas Makmur UMKM products, Domas Village, Pontang District, Serang Regency, Banten. The research method used is a quantitative method. The data collection method used a questionnaire. Data were analyzed using multiple linear regression method. The results of this study indicate that (1). Product diversification (x1) partially has a significant effect on consumer decisions in buying for MSME Domas Makmur food products (y). It is indicated by the t value greater than the t table (5,515> 1,670) and the significance value smaller than the alpha value (0,000 <0.05). (3) Product diversification (x1) and halal labeling (x2) simultaneously have a significant effect. on consumer decisions in buying Domas Makmur MSME food products (y). It is indicated by the value of Fcount greater than Ftable (38,775> 3.14) and the significance value is smaller than the alpha value (0.000 <0.05). It is indicated by the t value greater than the t table (5,515> 1,670) and the significance value smaller than the alpha value (0,000 <0.05). (3) Product diversification (x1) and halal labeling (x2) simultaneously have a significant effect. on consumer decisions in buying Domas Makmur MSME food products (y). It is indicated by the value of Fcount greater than Ftable (38,775> 3.14) and the significance value is smaller than the alpha value (0.000 <0.05).