PENGARUH LABELISASI HALAL, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MIXUE (Studi Terhadap Generasi Z di Wilayah Jakarta Barat)

ARYANI, FEBY KUSUMA (2024) PENGARUH LABELISASI HALAL, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MIXUE (Studi Terhadap Generasi Z di Wilayah Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study is to test and analyze the impact of halal labelling, price and promotion on purchasing decisions on Mixue products. The type of research used in this research is quantitative and the research method used is the method of causal analysis method. The population in this study is the Z generation (aged 15 – 35 years) who are in West Jakarta and have purchased Mixue products at least three times. The sample used was 156 respondents. The sampling technique in this study uses the Non-probability Sampling Technique. The data collection methods use survey methods, with research instruments in the form of questionnaires. The data analysis method using Partial Least Square (PLS) software. This research proves that halal labelling has a positive and significant influence on purchasing decisions. Price have a positive and significant influence on purchasing decisions. Promotion has a positive and significant effect on purchasing decisions. Keywords: Halal Labeling, Price, Promotion, Purchase Decision Tujuan dalam penelitian ini adalah untuk menguji dan menganalisis pengaruh labelisasi halal, harga dan promosi terhadap keputusan pembelian pada produk Mixue. Jenis penelitian yang digunakan dalam penelitian ini adalah kuantitatif dan metode penelitian yang digunakan adalah metode analisis kausal. Populasi dalam penelitian ini adalah generasi z (usia 15 – 35 tahun) yang berada di Jakarta Barat dan sudah pernah membeli produk Mixue minimal tiga kali. Sampel yang digunakan sebanyak 156 responden. Teknik pengambilan sampel dalam penelitian ini menggunakan Teknik Non probability sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian berupa kuisioner. Metode analisis data menggunakan software Partial Least Square (PLS). Penelitian ini membuktikan bahwa labelisasi halal berpengaruh positif dan signifikan terhadap keputusan pembelian. Harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Labelisasi Halal, Harga, Promosi, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 381
NIM/NIDN Creators: 43120010272
Uncontrolled Keywords: Labelisasi Halal, Harga, Promosi, Keputusan Pembelian
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.69 Labels and Match Covers/Label
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 02 Oct 2024 06:00
Last Modified: 02 Oct 2024 06:00
URI: http://repository.mercubuana.ac.id/id/eprint/92054

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