Jihan Anggaraini, . (2025) PENGARUH SERTIFIKASI HALAL, INFLUENCER MARKETING, DAN DISKON HARGA TERHADAP KEPUTUSAN PEMBELIAN POINT COFFEE DI JABODETABEK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The coffee industry in Indonesia is one of the sectors that continues to grow. This industry faces the challenge of increasing Muslim consumers' awareness of the importance of halal certification, amidst the growing trend of influencer marketing used by various brands to attract attention, especially among the younger generation who are active on social media, as well as discount strategies often used to drive purchase interest. However, there is still a lack of understanding regarding halal certification for coffee products, as well as strategies in the influencer marketing sector that are not yet optimal, coupled with discounts that only apply on certain platforms with confusing terms, which may reduce consumer interest in purchasing decisions. This study aims to analyze the impact of halal certification, influencer marketing, and price discounts on purchasing decisions for Point Coffee products. The population of this study is Muslim consumers in Jabodetabek who have purchased Point Coffee products. This research uses a quantitative method with probability sampling through simple random sampling, involving 100 respondents. Data analysis is conducted using SmartPLS 4.0. The results of the study show that halal certification, influencer marketing, and price discounts each have a significant impact on purchasing decisions for Point Coffee products. This study is expected to provide insights for businesses in designing more effective marketing strategies, particularly by optimizing halal certification, influencer marketing, and price discounts that are simpler and more attractive to Muslim consumers.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110116011] [Pembimbing: Lili Puspita Sari [Penguji 1: Faizi] [Penguji 2: Prima Dwi Priyatno |
| Uncontrolled Keywords: | Consumer, Halal certification, Industry, Influencer marketing, Price discounts |
| Subjects: | B Philosophy. Psychology. Religion > BL Religion B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc L Education > L Education (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1) |
| Depositing User: | JIHAN ANGGRAINI |
| Date Deposited: | 14 Feb 2025 15:23 |
| Last Modified: | 14 Feb 2025 15:23 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34657 |
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