The effect of product packaging towards halal home food purchase intention: an empirical study from university student in Indonesia

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Triansaputra, Evin media (2023) The effect of product packaging towards halal home food purchase intention: an empirical study from university student in Indonesia. Undergraduate thesis, Sekolah Tinggi Manajemen Ipmi.

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Abstract

The halal packaging has become the important part to increase the selling the product. besides, to protect food from outside influence and damage. Halal packaging also can influence people to buy the product by look from the material, graphics, size and shape, color, and label. Based on a report from the royal Islamic strategic studies center (RISSC) or MABDA entitled the Muslim 500 2022 edition, there are 231.06 million Indonesians who are Muslim. Hence, the objective of this research to investigate and analyze whether the material, graphic, shape, color, label toward halal home food product on the packaging influences university student in Indonesia purchase intention. The data collected in this study were on university students between the ages of 17 and 25 from the cohort of respondents in the zapoditabek region and all religions in Indonesia (Islam, Christianity, Catholicism, Hinduism, Buddha and Soybean). In this study, SPSS is used to analyze the data. The results of this study showed that materials, graphics and colors had a positive effect on the intention to buy halal food at home. In addition, the results of this study should provide important insights to help small and medium-sized enterprises (SMEs), especially in Indonesia. In science, this research is expected to enrich knowledge in the field of literature and help and add value to future researchers.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 06 Apr 2023 03:52
Last Modified: 06 Apr 2023 03:52
URI: http://repository.ipmi.ac.id/id/eprint/1919

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