PREFERENSI KONSUMEN MEMBELI ROTI BERLOGO HALAL DI PAPA COOKIES MOJOKERTO

KHARISMANINGTYAS, ALDA SYLVIA (2026) PREFERENSI KONSUMEN MEMBELI ROTI BERLOGO HALAL DI PAPA COOKIES MOJOKERTO. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study aims to identify consumers’ reasons, purposes, and expectations in purchasing halal-labeled bread and to analyze the factors influencing consumers’ decisions to purchase halal-labeled bread at Papa Cookies Cake & Bakery Mojokerto. This research was motivated by the importance of the halal logo as one of the attributes considered by consumers when purchasing food products, particularly bread. The study employed a quantitative approach using a survey method involving 80 respondents selected through accidental sampling. Data were collected using a Likert-scale questionnaire and interviews, then analyzed using quantitative descriptive statistics and conjoint analysis with the assistance of SPSS 29. The results showed that consumers’ reasons were multidimensional. Ease of obtaining the product had the highest mean score of 4.33, while halal clarity had a mean score of 3.90. In terms of purchasing purposes, inner satisfaction had the highest mean score of 4.26. Consumers also expected the continuity of halal assurance, product quality, product availability, as well as certification support and assistance. The conjoint analysis results showed that psychological factors had the highest importance level at 21.234, followed by social factors at 20.621, personal factors at 20.508, cultural factors at 19.872, and purchase preference at 17.764. In conclusion, the decision to purchase halal-labeled bread is formed through multidimensional considerations, particularly psychological, social, personal, cultural, and consumer preference aspects. Keywords: consumer preference, halal bread, halal logo, purchase decision, conjoint analysis.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Hidayat, Syarif Imam	NIDN6073538	syarifimamhidayat@upnjatim.ac.id
UNSPECIFIED	Roidah, Ida Syamsu	NIDN6020159	ida.syamsu.agribis@upn.jatim.ac.id

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

alda alda sylvia

Date Deposited:

28 Sep 2026 06:58

Last Modified:

28 Sep 2026 06:58

URI:

https://repository.upnjatim.ac.id/id/eprint/60382