Pengaruh Gaya Hidup dan Labelisasi Halal Terhadap Minat Beli Konsumen Aroma Bakery & Cake Shop (Studi Kasus Konsumen Kabupaten Serdang Bedagai)

Abstract

Penelitian ini di latar belakangi minat beli konsumen terhadap roti Aroma Bakery and Cake Shop yang mengalamin perubahan sikap membeli konsumen yang terdiri dari beberapa faktor yaitu Labelisasi Halal Kesadaran konsumen akan suatu produk sekarang semakin tinggi sehingga menuntut produsen yang menghasilkan produk selalu memperhatikan bahan baku, bahan tambahan, proses produksi dan penyajian serta mempertimbangkan aspek kehalalan sesuai dengan syariat Islam, dan faktor Gaya Hidup Gaya hidup konsumen yang semakin lama semakin tinggi yang menurut mereka roti yang dulu mempunyai nilai sosial yang tinggi kini tidak. Rumusan Masalah dalam penelitian ini yaitu Apakah gaya hidup berpengaruh terhadap minat beli produk aroma Bakery and Cake Shop Apakah labelisasi halal berpengaruh terhadap minat beli produk aroma Bakery and Cake Shop Apakah gaya hidup dan labelisasi halal berpengaruh terhadap minat beli produk aroma Bakery and Cake Shop Penelitian ini bertujuan untuk mengetahui pengaruh gaya hidup dan labeliasasi halal terhadap minat beli konsumen aroma Bakery and Cake Shop (Studi Kasus Konsumen Kabupaten Serdang Bedagai). Metode pengumpulan data yang dilakukan melalui kuisioner yang di sebarkan kepada konsumen aroma Bakery and Cake Shop Metode yang digunakan dalam penelitian ini adalah metode kuantitatif. Objek penelitian yang digunkan adalah konsumen aroma Bakery and Cake Shop di jl. Medan- Tebing tinggi No.30, Sei rampah , Kec. Sei Rampah, Kabupaten Serdang Bedagai. Populasi dalam penelitian 165 dengan jumlah sampel 62 orang dengan menggunakan metode probability sampling (secara acak ). Data yang diperoleh kemudian di olah dengan SPSS versi 21,00 dan teknik analisis data menggunkan uji validitas, uji rebilitas, uji statistic dan uji asumsi klasik. Hasil penelitian ini menunjukan bahwa gaya hidup berpengaruh positif terhadap minat beli dan Labelisasi halal berpengaruh positif terhadap minat beli. Uji Ftest menunjukan bahwa gaya hidup dan labelisasi halal secara simultan berpengaruh terhadap minat beli. This research was motivated by the background of consumer buying interest in Aroma Bakery and Cake Shop bread which experienced changes in consumer buying attitudes consisting of several factors, namely Halal Labeling Consumer awareness of a product is now higher so that producers who produce products always pay attention to raw materials, ingredients addition, the production process and its presentation as well as considering the halal aspect according to Islamic law, and lifestyle factors. The lifestyle of consumers is getting higher, according to them, bread that used to have a high social value is now no longer. The formulation of the problem in this study is whether lifestyle affects the interest in buying Bakery and Cake Shop aroma products Does halal labeling affect the interest in buying Bakery and Cake Shop aroma products Does halal lifestyle and labeling affect the interest in buying Bakery and Cake Shop aroma products This study aims to determine the effect of lifestyle and halal labeling on consumer buying interest in the aroma of Bakeries and Cakes (Case Study of Consumers in Serdang Bedagai Regency). The method of data collection is done through questionnaires distributed to consumers of Aroma Bakery and Cake Shop The method used in this study is a quantitative method. The object of research used is the aroma consumer Bakery and Cake Shop Jl. Tebing Tinggi Medan No.30, Sei Rampah, Kec. Sei Rampah, Serdang Bedagai Regency. The population in this study was 165 people with a sample of 62 people using the probability sampling method (random). The data obtained were then processed with SPSS version 21.00 and data analysis techniques using validity tests, reliability tests, statistical tests and classical assumption tests. The results of this study indicate that lifestyle has a positive effect on buying interest and halal labeling has a positive effect on buying interest. The F test shows that lifestyle and halal labeling simultaneously affect buying interest.