Pengaruh Promosi Terhadap Keputusan Pembelian Melalui Minat Beli Sebagai Variabel Mediasi Pada Konsumen Makanan Halal Di Manado

Oktaviani, Dita Fuadianti and , Imron Rosyadi, S.E., M.Si. (2022) Pengaruh Promosi Terhadap Keputusan Pembelian Melalui Minat Beli Sebagai Variabel Mediasi Pada Konsumen Makanan Halal Di Manado. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study is to analyze the effect of promotion on consumer buying interest in halal food, analyze the effect of promotion on purchasing decisions of halal food, analyze the effect of buying interest on purchasing decisions, analyze the influence of promotion on consumer purchasing decisions of halal food mediated by buying interest. The population in this study were customers who made purchases of halal food in Manado and a sample of 100 respondents with purposive sampling technique. The results of this study indicate that the product quality variable has a positive and significant effect on consumer satisfaction. The results of the promotion variable have a significant effect on consumer satisfaction. The results of the location variable have a positive and significant effect on consumer satisfaction. The results of the product quality variable have a positive and significant effect on customer loyalty. The results of the promotion variable have no positive and significant effect on customer loyalty. The results of the location variable have no positive and significant effect on customer loyalty. The results of the consumer satisfaction variable have a positive and significant effect on customer loyalty. The mediation results show that consumer satisfaction can mediate positively and significantly between product quality and customer loyalty as evidenced by the t-statistical value. The mediation results show that consumer satisfaction can mediate positively and significantly between promotions and customer loyalty. Mediation results show that consumer satisfaction can mediate positively and significantly between locations on customer loyalty.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Product Quality, Promotion, Location, Satisfaction and Loyalty.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	DITA FUADIANTI OKTAVIANI
Date Deposited:	12 Aug 2022 11:52
Last Modified:	12 Aug 2022 11:52
URI:	http://eprints.ums.ac.id/id/eprint/103803

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