Pengaruh Viral Marketing dan Sertifikasi Halal terhadap Keputusan Pembelian Produk Mixue di Kota Palembang melalui Minat Beli

Roberth, Agustinus Fernando (2023) Pengaruh Viral Marketing dan Sertifikasi Halal terhadap Keputusan Pembelian Produk Mixue di Kota Palembang melalui Minat Beli. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

ABSTRACT This study aims to determine the effect of viral marketing or halal certification on purchase intention and the effect of viral marketing and halal certification on purchasing decisions for Mixue products in Palembang City through Purchase Intention as an intervening variable. The used data are primary data and secondary data. The sample of this research is consumers who have purchased Mixue products at least 2 times in Palembang City. The sampling technique used is purposive sampling method. The results of this study indicate that viral marketing has a positive significant effect on purchase intention, halal certification has no effect on purchase intention, viral marketing has positive significant effect on purchasing decisions, halal certification has no effect on purchasing decisions, purchase intention has a positive significant effect on purchasing decisions, viral marketing has an effect on purchasing decisions through interest purchase, and halal certification has an effect on purchasing decisions through interest in buying Mixue products in Palembang City.

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