The Influence of Halal Awareness of Halal Labels and Sub-Cultures on the Purchase Decision of MSME Products in Bumiayu

Abstract

Micro, Small and Medium Enterprises (MSMEs) are productive economic businesses run by individuals or medium to small scale business entities and business fields that have a role in regional development and regional economic growth. This study aims to find the influence of Halal Awareness, Halal Labels and Sub-cultures on MSME Product Purchasing Decisions in Bumiayu. This type of research uses descriptive quantitative researchers using survey methods and data collection by distributing questionnaires. The sampling technique uses non-probability sampling with accidental sampling method. The number of samples used was 96 samples, each of which had been tested and met the requirements of validity and reliability tests. Data analysis using multiple linear regression and hypothesis testing using partial (t test) and simultaneous (F test) significance tests by showing the results of Halal Awareness, Halal Labels and Sub-culture have an influence on MSME Product Purchasing Decisions in Bumiayu.