Pengaruh Sertifikasi Halal, Electronic Word of Mouth (E-WOM), dan Kualitas Produk Terhadap Keputusan Pembelian Produk Breadtalk di Kota Palembang

ABSTRACT

This study aims to determine the effect of halal certification, electronic word of mouth (E-WOM), and product quality on purchasing decisions for breadtalk products in Palembang City. This research is a quantitative research using primary data types. The population in this study were all Breadtalk consumers in Palembang City. The sampling technique used was purposive sampling method in order to obtain a sample of 101 respondents. The data analysis technique used consists of validity test, reliability test, classical assumption test, multiple linear regression analysis and hypothesis testing. The results of the study show that halal certification and electronic word of mouth (E-WOM) have no effect on purchasing decisions. Meanwhile, product quality affects purchasing decisions.