Muhamad Ridwansyah, . (2025) PENGARUH LABEL HALAL, INOVASI PRODUK DAN PROGRAM CSR TERHADAP KEPUTUSAN PEMBELIAN MIE SEDAAP DI JABODETABEK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The culinary industry in Indonesia has experienced rapid development in recent years, especially in the fast food sector. One of the products that has seen growth is instant noodles. According to data from Kata Data Insight Center, Indonesia is in second place in the world in terms of instant noodle consumption in 2024. PT Wings Group is one of the leading companies in Indonesia, with flagship products like Mie Sedaap ranking second after the Indomie product released by PT Indofood Sukses Makmur Tbk. The lack of innovation has become one of the factors hindering competition. The CSR program implemented by PT Wings Group is one of the efforts to improve consumer purchasing decisions. The research method used is a quantitative approach through the distribution of questionnaires to respondents using SEM-PLS, outer model, and inner model. This research states that halal labels and CSR programs do not have a significant impact on purchasing decisions. However, the product innovation variable significantly influences the purchasing decisions of Sedaap noodles in Jabodetabek. This research is expected to provide insights for regulators and academics, as well as to serve as input for PT Wings Group to improve consumer purchasing decisions for instant noodles.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No Panggil:2110116039] [Pembimbing: Fadli suko Wiryanto] [Penguji 1: Tati Hnadayani] [Penguji 2: Prima Dwi Priyatno] |
| Uncontrolled Keywords: | CSR Program, Halal Label, Product Inovation |
| Subjects: | B Philosophy. Psychology. Religion > BL Religion B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1) |
| Depositing User: | MUHAMAD RIDWANSYAH |
| Date Deposited: | 23 Jul 2025 08:39 |
| Last Modified: | 21 Aug 2025 02:40 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38454 |
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