THE EFFECT OF PRICE AND HALAL AWARENESS ON CONSUMER BUYING INTEREST IN MS GLOW PRODUCTS

(CASE STUDY ON RESIDENTS OF HAMLET VI CAPE MORAWA)

Abstrak

Abstract- This study aims to determine the effect of price and halal awareness on the buying interest of MS Glow consumers in Dusun VI Tanjung Morawa. This study used a quantitative descriptive method, the population was residents of Bandar Labuhan Village who used MS GLOW products totaling 943 people. The place for this research is in Hamlet VI of Bandar Labuhan Village, Tanjung Morawa District, North Sumatra, which starts from April to November 2022. The sampling technique of this study used the Slovin Formula, so that the study sample was set at 90 people. The results of this study show that the multiple linear regression equation obtained the equation Y = 5.602 + 0.531 X ₁ + 0.493 X_2.  The results of the t test obtained a _calculated t value =  7.937 > t_table = 1.662 and a significance of 0.000 < 0.05, then H a is  accepted and H_o is rejected which means that the price variable (X₁) partially has a significant influence on consumer buying interest (Y) MS Glow Dusun VI Tanjung Morawa. The calculated t value =  4.694 > t_table = 1.662 and significance 0.003 < 0.05, then H a is  accepted and H_o is rejected which means that the Halal Awareness variable (X₂) partially has _a significant influence on Consumer Buying Interest (Y) MS Glow Hamlet VI Tanjung Morawa. The results of the F test obtained  a positive value F_count  = 54.677 > F_table = 2.71 and a significance of 0.000 < 0.05, meaning that the variables Price and Halal Awareness simultaneously have a positive and significant effect on Consumer Buying Interest (Y) MS Glow Dusun VI Tanjung Morawa. The Adjusted R Square (R²) value was 0.686 or 68.6%, while the remaining 31.4% was explained by other variables not studied in the study. So this study concluded that Price (X₁) and Halal Awareness (X₂) affect Consumer Buying Interest (Y).