Pengaruh Bauran Pemasaran Dan Sertifikasi Halal Terhadap Keputusan Pembelian Konsumen (Studi Pada Sabana Fried Chicken Di Kecamatan Tampan Kota Pekanbaru)

Afif, M. Faiz Zakiah (2021) Pengaruh Bauran Pemasaran Dan Sertifikasi Halal Terhadap Keputusan Pembelian Konsumen (Studi Pada Sabana Fried Chicken Di Kecamatan Tampan Kota Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to examine the independent variables (independent), namely marketing mix and halal certification on the dependent variable (bound) the purchase decision. The subjects of this research are consumers who buy the product of savanna fried chicken and the object in this study is the mix marketing and halal certification on consumer purchasing decisions in savanna fried chicken. The type of research used in this study is quantitative research. The samples taken in this study were 100 people with a sample data collection technique, namely Proportionate Stratifed Random Sampling, which is taking samples from the population of three villages (West Sidomulyo, Tuah Karya and Simpang Baru). Source of data used in this study are primary data and secondary data. Collection technique The data used in this study is the distribution of questionnaires and documentation. The data obtained were analyzed quantitatively with using analysis in the form of instrument testing (validity test and reliability test), test classical assumptions (multicollinearity test, heteroscedasticity test and normality test) and hypothesis testing (multiple linear regression, t-test, f-test, correlation coefficient and coefficient of determination(R2 ) with the help of the Statistical Package for the . program Social Sciences (SPSS) version 26. Partial research results shows that the marketing mix variable has an influence on purchasing decisions, while the halal certification variable does not have influence on purchasing decisions. While simultaneously the variable marketing mix and halal certification have an influence on decisions purchase. Meanwhile, Adjusted R square is 48% of the marketing mix and Halal certification influences purchasing decisions.

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