Balqis Salsabila, . (2025) PENGARUH LABEL HALAL, PEMASARAN DIGITAL, DAN LOYALITAS KONSUMEN TERHADAP PENDAPATAN UMKM KULINER HALAL DI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Micro, Small, and Medium Enterprises (MSMEs) are widely distributed across Indonesia and play an important role in absorbing labor and improving community welfare. However, some MSMEs still face significant challenges related to income. In Jakarta, one factor contributing to low income is the absence of halal labels on MSME products, which reduces public trust. In fact, a halal label is not only a legal requirement but also a factor that increases consumer confidence, opens wider market opportunities, and strengthens product competitiveness in domestic and global markets, especially in Indonesia where most of the population is Muslim. Moreover, digital marketing has not been fully optimized by MSME actors to enhance their income.This study aims to describe the income conditions of halal culinary MSMEs in Jakarta and identify the factors that influence them. The research uses a quantitative method with a non-probability sampling technique through purposive sampling. The sample consists of 140 respondents who are halal culinary MSME owners in Jakarta. Data processing is carried out using Smart Partial Least Square analysis supported by descriptive statistics. The findings show that halal labels, digital marketing, and consumer loyalty have a positive and significant effect on MSME income.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210116044] [Pembimbing: Fadhli Suko Wiryanto] [Penguji 1: Faizi] [Penguji 2: Sasmita Nurvinda Laili] |
| Uncontrolled Keywords: | digital marketing, halal culinary, halal label, income, MSMEs. |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1) |
| Depositing User: | BALQIS SALSABILA |
| Date Deposited: | 31 Mar 2026 02:46 |
| Last Modified: | 31 Mar 2026 02:46 |
| URI: | http://repository.upnvj.ac.id/id/eprint/41148 |
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