Reina Shahnaz Mahasti, . (2024) PENGARUH KESADARAN HALAL, RELIGISOITAS, DAN MEDIA SOSIAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KULINER UMKM DI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The internet has become the driving force for digital marketing activities in Indonesia. With 185.3 million internet users, representing 66.5% of the total population, Indonesia has enormous potential for digital marketing. However, despite the huge number of social media users, many SMEs fail to identify the most effective social media platforms for their target market. This study aims to investigate and analyze the impact of halal awareness, religiosity, and social media marketing on purchasing decisions of culinary SMEs in Jakarta using a quantitative approach. The population of this study were Jakarta residents who had purchased culinary products from MSMEs in Jakarta, with a sample size of 164 respondents. Data collection was carried out through a questionnaire. The analysis technique used in this research is multiple linear regression. The findings of the tests conducted reveal that the variables of halal awareness, religiosity, and social media marketing have a significant partial and simultaneous effect on purchasing decisions for culinary MSMEs in Jakarta. Social media marketing emerged as the most significant variable in this study. It is hoped that this research can encourage culinary MSME entrepreneurs to further develop their digital marketing strategies by utilizing social media platforms effectively to reach their customers
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010116067] [Pembimbing: Sufyati. HS] [Penguji 1: Ade Nur Rohim] [Penguji 2: Lili Puspita Sari] |
| Uncontrolled Keywords: | Halal Awareness, MSME, Purchasing Decision, Religiosity, Social Media Marketing |
| Subjects: | 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: | REINA SHAHNAZ MAHASTI |
| Date Deposited: | 30 Jul 2024 03:31 |
| Last Modified: | 18 Sep 2024 02:42 |
| URI: | http://repository.upnvj.ac.id/id/eprint/31415 |
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