Dampak label halal pada mie samyang terhadap volume penjualan di Hypermart Palangka Raya

Kulsum, Umi (2018) Dampak label halal pada mie samyang terhadap volume penjualan di Hypermart Palangka Raya. Undergraduate thesis, IAIN Palangka Raya.

Text Skripsi Umi Kulsum - 1402120299.pdf Download (1MB)

Abstract

Mie Samyang pada awalnya digemari masyarakat karena memiliki daya tarik tersendiri dengan rasa pedasnya. Namun juga menimbulkan keresahan dimasyarakat terhadap kehalalannya. Keresahan tersebut membuat masyarakat menjadi lebih waspada dalam memilih produk. Kejadian ini menimbulkan daya beli masyarakat terhadap mie Samyang menjadi turun dibandingkan sebelum adanya label halal. Hal ini tentu akan berpengaruh terhadap penjualan mie Samyang.
Rumusan masalah: (1) Bagaimana volume penjualan mie Samyang sebelum dan sesudah memiliki label halal Majelis Ulama Indonesia (MUI)? (2) Bagaimana dampak label halal terhadap volume penjualan sebelum dan sesudah memiliki label halal Majelis Ulama Indonesia (MUI)?. Tujuan penelitian: (1) Untuk mengetahui volume penjualan mie samyang sebelum dan sesudah memiliki label halal Majelis Ulama Indonesia (MUI), (2) Untuk mengetahui dampak label halal terhadap volume penjualan sebelum dan sesudah memiliki label halal Majelis Ulama Indonesia (MUI).
Metode yang dipergunakan dalam penelitian ini menggunakan penelitian kualitatif deskriptif. Subjek penelitian yaitu para staf bagian produk mie Samyang. Teknik pengumpulan data yaitu menggunakan teknik observasi, wawancara, dan dokumentasi. Sumber data terdiri dari sumber data primer dan sumber data sekunder. Pengabsahan data dalam penelitian ini yaitu menggunakan teknik triangulasi, yaitu teknik triangulasi teori dan triangulasi sumber. Teknik analisis data yang digunakan yaitu data collection, data reduction, data display, dan conclusion drawing/verification.
Hasil penelitian ini, yakni: (1) Sebelum adanya label halal dari Majelis Ulama Indonesia, volume penjualan mie Samyang jauh lebih tinggi dibandingkan sesudah adanya label halal tersebut. Penjualan mie samyang seseudah adanya label halal mengalami penurunan, sehingga perusahaan melakukan upaya yaitu promo katalog yang berdampak terhadap kenaikan volume penjualan mie Samyang dan berpengaruh terhadap laba perusahaan yang semakin meningkat atau semakin besar. (2) Berdasarkan data laporang penjualan mie Samyang di Hypermart yang menunjukkan bahwa label halal tidak berdampak apapun terhadap penjualan mie Samyang tersebut bahkan membuat volume penjualan mie Samyang menurun, volume penjualan mie Samyang pada saat sebelum label halal diterbitkan sebesar 64,6% sedangkan pada saat sesudah label halal diterbitkan hanya sebesar 34,7%.

ABSTRACT

Samyang noodles which intialy favored by public, because it has its own attractiveness with its spicy taste.But it also creates social disquietabout its halalness. This disqueit makes people more cautious in choosing products. This incident caused the people's purchasing power to Samyang noodles decrease before there is a halal label. Of course, this will affect the sale of Samyang noodles.
Problem of the study: (1) How is the sales volume of Samyang noodles before and after having a halal label from the Indonesian Council of Ulama? (2) How is the impact of the halal label on the sales volume before and after having a halal label from the Indonesian Council of Ulama?. Objective of the study: (1) To find out the sales volume of samyang noodles before and after having a halal label from the Indonesian Council of Ulama, (2) To find out the impact of halal label on sales volume before and after having a halal label the Indonesian Council of Ulama.
The method used in this study was descriptive qualitative research. The subject of this study are the employees who handle product of Samyang noodles. Data collection procedure are using observation, interview, and documentation. Data sources consist of primary data and secondary data. Data validation in this study used triangulation technique, consist of triangulation technique theory and source triangulation. Data analysis procedure used are data collection, data reduction, data display, and conclusion drawing / verification.
The results of this study: (1) Before there is a halal label from the Indonesian Council of Ulama, the sales volume of Samyang noodles more bigger than after there is a halal label. The sales volume of Samyang noodles decrease after there is a halal label. So the company made an effort that is a catalog promo that has an impact to increase in the sales volume of Samyang noodles and affect to the company’s profit that more increasing. (2) Based on sales data of Samyang noodles at Hypermart showed that Halal label have no impact to the sales volume of Samyang noodles even made the sales volume of Samyang noodles decrease, Samyang noodle sales report at showed that before there is a label halal was 64.6% and after there is a halal label only 34.7%.

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