Fredly Alfarraby, . (2024) PENGARUH E-WOM, PROMOSI DIGITAL, DAN HALAL AWARENESS TERHADAP MINAT BELI MASYARAKAT UNTUK PRODUK OBAT HERBAL HALAL DI JABODETABEK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Indonesia has biodiversity that is spread across various regions. Various natural resources owned by Indonesia have been used by the community for generations as a source of herbal medicine. The source of alternative medicine at a price that is affordable by consumers makes herbal medicine a preferred choice for the community in addition to conventional medicine. Unfortunately, public interest in herbal medicine has begun to decrease, which is explained by the decline in the sales value of herbal products in one of the herbal pharmaceutical industries in Indonesia. This study uses independent variables such as E-WOM, Digital Promotion, and Halal Awareness, with the aim of seeing a relationship with the dependent variable, namely purchase intention for halal herbal medicines in the Jabodetabek area. The quantitative approach in this study produces the required data in the form of numbers. Data analysis uses multiple linear regression analysis to see the relationship between variables. The test results found that the variables of E-WOM, Digital Promotion, and Halal Awareness partially and simultaneously have a significant positive impact on purchase intention for halal herbal medicines.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010116035] [Pembimbing: Muhammad Anwar Fathoni] [Penguji 1: Tati Handayani] [Penguji 2: Sufyati HS] |
| Uncontrolled Keywords: | electronic word of mouth, digital promotion, halal awareness, halal herbal medicine, purchase intention. |
| Subjects: | A General Works > AS Academies and learned societies (General) H Social Sciences > HA Statistics H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1) |
| Depositing User: | FREDLY ALFARRABY |
| Date Deposited: | 18 Sep 2024 07:58 |
| Last Modified: | 18 Sep 2024 07:58 |
| URI: | http://repository.upnvj.ac.id/id/eprint/31380 |
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