Pengaruh Bauran Pemasaran Islam Dan Sertifikasi Halal Terhadap Keputusan Pembelian Produk PT. Rotte Ragam Rasa Di Kota Pekanbaru

Velia, Mella (2021) Pengaruh Bauran Pemasaran Islam Dan Sertifikasi Halal Terhadap Keputusan Pembelian Produk PT. Rotte Ragam Rasa Di Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The Halal Certification factor is one of the benchmarks in making purchasing decisions. The formulation of the problem in this research is how the influence of Islamic marketing mix and halal certification on product purchasing decisions at PT. Rotte Ragam Rasa Pekanbaru city. The purpose of this study was to determine how the influence of Islamic Marketing Mix, and Halal Certification on Product Purchase Decisions at PT. Rotte Ragam Rasa Pekanbaru city. The type of research used is quantitative research. The subject of this research is the consumers of PT. Rotte Ragam Rasa Pekanbaru city. The population in this study was 365,195 consumers, while the sample was 100 consumers. Sources of data used are primary data and secondary data. The sampling technique used is a simple random technique and the data collection technique is through a questionnaire. In analyzing the data using SPSS For Windows 22. The results of the t test show that the Islamic Marketing Mix (X1) has a significant effect on Purchase Decisions, this is known from the value of tcount> ttable (2,397>1,984), then Halal Certification (X2) has a significant effect on Purchase Decisions , this is known from the value of tcount > ttable (8,544>1,984). The results of the f test indicate that the Islamic Marketing Mix (X1) and Halal Certification (X2) have a significant effect on Purchase Decisions, this is known from the value of Fcount>Ftable (58.699>3.09). R of 0.740. it means that the correlation between the independent variables (Islamic Marketing Mix and halal certification), and the dependent variable (purchase decisions) has a strong relationship. The value of the coefficient of model determination is 0.538, meaning that the contribution of the Islamic Marketing Mix and Halal Certification variables to purchasing decisions is 53.8%, while the remaining 46.2% changes in the value of the dependent variable are influenced by other variables not included in this study. Known value

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