Hidayah Setio Rini, . (2024) PENGARUH PRODUK HALAL, CITRA MEREK, DAN PEMASARAN LANGSUNG TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MUSLIM PRODUK MIXUE DI JABODETABEK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The majority of people in Indonesia are Muslim, so when making purchasing decisions, Muslims should prioritize halal products. Quality halal products will bring a positive perception to the brand image. Brand image is also one of the many influences on decisions in purchasing a product. Apart from halal product factors and brand image, or better known as brand image, which can influence buyers' attention in choosing products is direct marketing. Direct marketing is also a factor that can change purchasing decisions and this is a reality and is rooted when facing a decision to purchase a product/service/service. This test aims to produce and describe the influence of halal products, brand image, and direct marketing on purchasing decisions for Muslim consumers regarding mixue products. The population selected in this research is Muslim people who live and reside in the Jabodetabek area and have also purchased Mixue products at least once. The total sample in this study was 100 respondents who were Muslim consumers of mixue products in the Jabodetabek area. Distribution of questionnaires was used as a sampling instrument and multiple linear analysis was chosen as the data analysis technique in this research. The results of the research that has been carried out show that the halal product variable, brand image, partially has a significant effect on Muslim consumers' purchasing decisions for Mixue products. Meanwhile, the direct marketing variable partially has no significant effect and has a negative value on Muslim consumers' purchasing decisions for Mixue products.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010116018] [Pembimbing: Tati Handayani] [Penguji 1: Sufyati HS] [Penguji 2: Fadhli Suko Wiryanto] |
| Uncontrolled Keywords: | brand image, direct marketing, halal product, purchase decision |
| Subjects: | B Philosophy. Psychology. Religion > BL Religion H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1) |
| Depositing User: | Hidayah Setio Rini |
| Date Deposited: | 21 Mar 2024 03:30 |
| Last Modified: | 21 Mar 2024 03:30 |
| URI: | http://repository.upnvj.ac.id/id/eprint/28449 |
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