RELEVANSI FAKTOR-FAKTOR TERHADAP KEPUTUSAN PEMBELIAN SUSU SAPI SETYA USAHA DESA MUNGGUNG KECAMATAN PULUNG KABUPATEN PONOROGO

Wulandari, Fepi (2025) RELEVANSI FAKTOR-FAKTOR TERHADAP KEPUTUSAN PEMBELIAN SUSU SAPI SETYA USAHA DESA MUNGGUNG KECAMATAN PULUNG KABUPATEN PONOROGO. S1 thesis, Universitas Muhammadiyan Ponorogo.

	Text (SURAT PERSETUJUAN UNGGAH KARYA) SURAT PERSETUJUAN UNGGAH KARYA.pdf Download (97kB)
	Text (HALAMAN DEPAN) HALAMAN DEPAN.pdf Download (762kB)
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	Text (DAFTAR PUSTAKA) Daftar Pustaka.pdf Download (352kB)
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Abstract

The essence of this study is to examine how product quality, product cleanliness, and halal certification influence people's choices in purchasing Setya Usaha cow's milk in Munggung Village, Pulung District, Ponorogo Regency. Setya Usaha cow's milk is a local product produced by MSMEs. It is fresh milk sourced directly from local farms. Understanding the factors that influence people's purchasing decisions is important in an increasingly competitive market. This is a scientific study that uses surveys. Questionnaires were sent to 271 people who had purchased and consumed Setya Usaha cow's milk to obtain information. Validity, dependence, classical principles, multiple linear regression, and the determination test (R²) are some of the methods used for the research. The results of the study show that three separate factors, namely product quality, product cleanliness, and halal labeling, have a significant effect on people's purchasing decisions. The most important factor is product quality, followed by cleanliness and halal labeling. The regression test results showed that the research model could explain 63% of the variation in purchasing decisions. This study implies that local cow's milk businesses need to continue to maintain product quality and hygiene and pay attention to halal aspects as an effective marketing strategy to attract and retain consumers.

Keywords: Product Quality, Product Hygiene, Halal Label, Purchasing Decisions,

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Item Type:	Thesis (S1)
Uncontrolled Keywords:	Kualitas Produk, Kebersihan Produk, Label Halal, Keputusan Pembelian,
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Economic > Department of Management
Depositing User:	Fepi Wulandari
Date Deposited:	04 Nov 2025 03:28
Last Modified:	04 Nov 2025 03:28
URI:	https://eprints.umpo.ac.id/id/eprint/17709

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