THE EFFECT OF HALAL LABEL, PRODUCT KNOWLEDGE, BRAND IMAGE, PRODUCT QUALITY ON CONSUMER DECISIONS TO CHOOSE PRODUCTS DURING COVID 19 PANDEMIC
Keywords:
Halal Label, Product Knowledge, Brand Image, Product Quality And Consumer DecisionAbstract
During the COVID-19 pandemic, people are more selective in choosing the products to be consumed and used. the products to be purchased are products that have health, hygiene standards and are free from harmful ingredients. for the Indonesian people, especially Gorontalo with a Muslim majority, the halal label shows that the product is halal and toyib in addition to seeing in terms of public knowledge of the product, brand image and product quality. The research method uses multiple regression with 62 respondents in the province of Gorontalo. The results showed that the halal label significance probability was 0.739 > 0.05 and product knowledge, the significance probability value was 0.549 > 0.05, had no significant effect on individual decisions in consumer purchases but for the Brand Image test the significance probability value was 0.049 < 0.05 and The product quality, the significance probability value is 0.001 < 0.05, has a significant effect on purchasing decisions for products in Gorontalo Province during the Covid 19 pandemic.
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