THE EFFECT OF PRODUCT LABELING AS A MODERATION OF THE INFLUENCE OF PRODUCT PACKAGING ON THE PURCHASE INTENTION OF UMKM PRODUCTS (EXPERIMENTAL STUDY)

Abstract

pork fat issue in certain products circulating in Indonesia. Several products such as noodles, milk, snacks and the like were found to contain raw materials gelatin, sorting, leatin and fat derived from pork, this condition triggered unrest in the community, especially Muslims, a number of people finally held a demonstration demanding the Indonesian government to guarantee a product free from pork fat. This study uses an experimental design method with a factorial design type, as many as 120 respondent data obtained by distributing questionnaires to students of the Faculty of Economics and Business Unisla Lamongan and the data was analyzed using SPSS version 16. The results of the study showed that the higher the effect of the halal label, the higher the influence of promotion on purchasing decisions, the lower the influence of promotion on purchasing decisions, the weaker it is in shaping consumer attitudes towards advertised products.