PENGARUH LABEL HALAL, ONLINE PROMOTION DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN

Authors

  • M Qhoiri Hikmatiar Institut Agama Islam Tazkia Bogor, Indonesia
  • Afif Zaerofi Institut Agama Islam Tazkia Bogor, Indonesia

DOI:

https://doi.org/10.30868/ad.v8i02.6945

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Label Halal, Online Promotion, dan Online Customer Review terhadap Keputusan Pembelian secara online. Penelitian ini menggunakan pendekatan deskriptif kuantitatif. Populasi penelitian ini adalah pelanggan Mie Instan Lemonilo diwilayah Jakarta, Bogor, Depok, Tangerang, Bekasi (Jabodetabek), dengan sejumlah 350 pelanggan sebagai responden. Teknik pengambilan sampel yaitu purposive sampling. Menganalisis data, digunakan partial least squares structural equation modeling (PLS-SEM). Hasil penelitian ini menunjukan bahwa seluruh variabel berpengaruh positif terhadap keputusan pembelian secara online. Penelitian ini juga menemukan Online Promotion menjadi variabel terkuat. Diharapkan mie instan Lemonilo tetap meningkatkan kualitas dan kuantitas promo.

Downloads

Published

2024-09-28

How to Cite

Hikmatiar, M. Q., & Zaerofi, A. (2024). PENGARUH LABEL HALAL, ONLINE PROMOTION DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN. Ad-Deenar: Jurnal Ekonomi Dan Bisnis Islam, 8(02). https://doi.org/10.30868/ad.v8i02.6945

Issue

Vol. 8 No. 02 (2024): Ad-Deenar: Jurnal Ekonomi dan Bisnis Islam

Section

Articles

Citation Check

License

Copyright (c) 2024 M Qhoiri Hikmatiar, Afif Zaerofi

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).