The Influence Of Halal Certification and Product Quality On Consumer Purchase Interest In UNESA Brand Packaged Drinking Water

Abstract

During the past few years, a number of universities have begun to focus on packaging water production as a way to fulfill local needs and support environmental initiatives. One of them is a packaged drinking water product under the UNESA brand. The interest of university students, especially those who are Muslim, is one of the main concerns in the context of a university located in a country with a majority Muslim population. This study aims to analyze the effect of halal certification and product quality on consumer buying interest in UNESA brand packaged drinking water. Data were analyzed using the SEM-PLS technique. The total number of respondents who have filled out the questionnaire is 130 people who are students of Surabaya State University. The data source used in this study comes from primary data. Sampling using non probability sampling technique. The results showed that halal certification have a positive and significant effect on consumer buying interest in UNESA brand packaged drinking water while product quality has a negative effect on consumer buying interest in UNESA brand packaged drinking water.