PENGARUH STRATEGI PEMASARAN DAN SERTIFIKASI HALAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK RICHEESE

Dinda Muthia Saqila Djamal, Della Amalia, Jihan Nurhaliza, Sefty Yanda Sopiyandy, Agustin Windianingsih

Abstract


Penelitian ini bertujuan menganalisis pengaruh strategi pemasaran dan sertifikasi halal terhadap keputusan pembelian produk Richeese Factory. Latar belakang penelitian ini didasarkan pada pentingnya aspek kehalalan produk bagi konsumen Muslim serta peran strategi pemasaran dalam meningkatkan kesadaran merek. Penelitian menggunakan pendekatan kuantitatif dengan teknik survei terhadap 30 responden melalui kuesioner berskala Likert. Data dianalisis menggunakan regresi linier berganda melalui SPSS 25.0. Hasil menunjukkan bahwa sertifikasi halal berpengaruh signifikan terhadap keputusan pembelian (p < 0,05), sedangkan strategi pemasaran tidak memberikan pengaruh signifikan (p > 0,05). Meskipun demikian, strategi pemasaran tetap relevan dalam memperkuat citra merek. Secara simultan, kedua variabel menjelaskan 58,8% variasi keputusan pembelian. Implikasi dari penelitian ini menegaskan pentingnya perusahaan, khususnya yang menyasar konsumen Muslim, untuk mengedepankan sertifikasi halal dalam strategi pemasarannya guna membangun kepercayaan dan loyalitas konsumen.

Keywords


Strategi Pemasaran, Sertifikasi Halal, Keputusan Pembelian,Richeese ,Produk Halal

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References


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DOI: https://doi.org/10.30743/mutlaqah.v6i1.11878

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