Please use this identifier to cite or link to this item: https://repositori.uma.ac.id/handle/123456789/25983
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dc.contributor.advisorRafiki, Ahmad-
dc.contributor.authorLestari, Puji-
dc.date.accessioned2024-12-09T03:02:07Z-
dc.date.available2024-12-09T03:02:07Z-
dc.date.issued2024-09-
dc.identifier.urihttps://repositori.uma.ac.id/handle/123456789/25983-
dc.description69 Halamanen_US
dc.description.abstractPenelitian ini bertujuan untuk menganalisis pengaruh Digital Marketing dan Awareness of halal Certification terhadap keputusan pembelian konsumen Mixue Ice Cream & Tea di Kecamatan Medan Marelan. Latar belakang penelitian ini adalah meningkatnya penggunaan Digital Marketing melalui media sosial seperti tiktok dan kesadaran sertifikat halal yang diduga mempengaruhi keputusan pembelian. Populasi penelitian adalah seluruh konsumen Mixue Ice Cream & Tea di Kecamatan Medan Marelan, dengan sampel sebanyak 83 responden yang dipilih melalui metode Accidental sampling. Metode penelitian yang digunakan adalah survei kuantitatif. Hasil analisis uji hipotesis menggunakan uji t-statistik menunjukkan bahwa Digital Marketing dan Awareness of halal Certification berpengaruh positif dan signifikan terhadap keputusan pembelian. Nilai t-hitung untuk Digital Marketing sebesar 7,451 dan untuk Awareness of halal Certification sebesar 4,234, dengan nilai signifikansi masing-masing 0,001, lebih kecil dari 0,05. Berdasarkan hasil R2 sebesar 0,743, menunjukkan bahwa sekitar 74,3% variasi pada keputusan pembelian dapat dijelaskan oleh kombinasi dari Digital Marketing dan Awareness of halal Certification. Temuan penelitian ini memberikan kontribusi dalam memahami faktor-faktor yang mempengaruhi keputusan pembelian konsumen pada Mixue Ice Cream & Tea. Peneliti menggunakan SPSS versi 29 untuk analisis data. This research aimed to analyze the effect of Digital Marketing and Awareness of Halal Certification on purchasing decisions of Mixue Ice Cream & Tea consumers in Medan Marelan District. The research background was the increasing use of Digital Marketing through social media like TikTok and awareness of halal certification, which were suspected to affect purchasing decisions. The research population consisted of all consumers of Mixue Ice Cream & Tea in Medan Marelan District, with a sample of 83 respondents selected through the Accidental sampling method. The research method used was quantitative survey. Hypothesis test analysis using t-statistic showed that Digital Marketing and Awareness of Halal Certification had a positive and significant effect on purchasing decisions. The tvalue for Digital Marketing was 7.451, and for Awareness of Halal Certification was 4.234, with each significance value being 0.001, which is less than 0.05. Based on the R2 result of 0.743, it indicated that approximately 74.3% of the variation in purchasing decisions could be explained by the combination of Digital Marketing and Awareness of Halal Certification. These research findings contributed to understanding factors affecting consumer purchasing decisions of Mixue Ice Cream & Tea. The researcher used SPSS version 29 for data analysis.en_US
dc.language.isoiden_US
dc.publisherUniversitas Medan Areaen_US
dc.relation.ispartofseriesNPM;198320357-
dc.subjectDigital Marketingen_US
dc.subjectAwareness of Halal Certificationen_US
dc.subjectKeputusan Pembelianen_US
dc.subjectDigital Marketingen_US
dc.subjectAwareness of Halal Certificationnen_US
dc.subjectPurchasing Decisionen_US
dc.titlePengaruh Digital Marketing dan Awareness of Halal Certification terhadap Keputusan Pembelian pada Mixue Ice Cream & Tea di Kecamatan Medan Marelanen_US
dc.title.alternativeThe Influence of Digital Marketing and Awareness of Halal Certification on Purchasing Decisions at Mixue Ice Cream & Tea in Medan Marelan Districten_US
dc.typeThesisen_US
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198320357 - Puji Lestari Fulltext.pdfCover, Abstract, Chapter I, II, III, V, Bibliography1.93 MBAdobe PDFView/Open
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