PENGARUH SERTIFIKAT HALAL, VIRAL MARKETING, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRODUK MIXUE

EFFECTS OF HALAL CERTIFICATES, VIRAL MARKETING, AND BRAND IMAGES ON CONSUMER BUY DECISIONS OF MIXUE PRODUCTS

Penelitian yang dilakukan bertujuan untuk mengetahui adanya pengaruh sertifikat halal, viral marketing, dan citra merek terhadap keputusan pembelian konsumen produk mixue. Penelitian ini menggunakan pendekatan kuantitatif asosiatif dengan menggunakan data primer yang diperoleh melalui pengisian kuesioner pada google form. Penyebaran kuesioner ini berhasil mendapatkan 123 responden melalui kuesioner yang terdiri dari 30 pernyataan. Metode analisis yang digunakan dalam penelitian adalah regresi linier berganda. Hasil penelitian menunjukkan bahwa variabel sertifikat halal dan citra merek berpengaruh. Sedangkan, variabel viral marketing tidak berpengaruh. Sementara itu, ketiga variabel tersebut secara simultan berpengaruh  terhadap keputusan pembelian konsumen produk mixue. Dengan memperhatikan faktor-faktor seperti sertifikat halal,viral marketing dan citra merek yang mempengaruhi keputusan pembelian secara masif

The research is aimed at finding out the influence of halal certificates, viral marketing, and brand image on consumer purchasing decisions of mixue products. The researchers used previous research with the same variables and theory but different research subjects as a reference. Such previous research had different results where previous research obtained results that almost most consumers decided to buy because of halal certificates, viral marketing, and brand image but partially on this study researchers wanted to test simultaneously such variables.This research uses an associative quantitative approach using primary data obtained through the filling of a questionnaire on a google form. The dissemination of the questionnaire managed to get 123 respondents through a questionnary consisting of 30 statements. The method of analysis used in the research is double linear regression. Research results show that the valid certificate variables and brand image are influential. Meanwhile, viral marketing variables have no effect. Meanwhile, these three variables simultaneously influence consumer purchasing decisions of mixed products. By taking into account factors such as halal certificates, viral marketing and brand image that massively influence purchasing outcomes