Pеngaruh Terpaan Pemberitaan Terkait Sertifikat Halal Mixue Terhadap Keputusan Pembelian

Istiqomah, Veti and , Rona Rizkhy Bunga Chasana, S.I.Kom, M.A. (2024) Pеngaruh Terpaan Pemberitaan Terkait Sertifikat Halal Mixue Terhadap Keputusan Pembelian. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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	PDF (Halaman Depan) HALAMAN DEPAN.pdf Download (300kB)
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Abstract

Mixue has been discussed by the media due to the issue of halal products that are questioned by the Indonesian people. This issue spreads quickly through social media, so it can influence consumer purchasing decisions. The purpose of this study was to examine the effect of exposure to media coverage related to Mixue's halal certificate on consumer purchasing decisions. This study uses the SOR (Stimulus Organism Response) theory using a quantitative approach based on the positivism paradigm. Data was collected through an online survey distributed to 100 followers of Mixue's official Instagram account. The sampling technique used was purposive sampling, which aims to select respondents who are relevant to this study. Data analysis was carried out by simple linear regression and T test using SPSS software. The results showed that there was a significant influence between exposure to media coverage related to Mixue's halal certificate and consumer purchasing decisions, with a contribution of 63.2%. The T test resulted in a t-count value of 12.971 with a significance value of 0.000 which is smaller than 0.05. This finding confirms that information disseminated through social media can influence changes in consumer attitudes towards products, especially in the context of sensitive halal issues in Muslim-majority societies such as Indonesia.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Mixue, Keputusan Pembelian, Media Sosial, Sertifikat Halal
Subjects:	H Social Sciences > HE Communications H Social Sciences > HE Communications > Social Media
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	VETI ISTIQOMAH
Date Deposited:	03 Sep 2024 02:20
Last Modified:	17 Sep 2024 02:38
URI:	http://eprints.ums.ac.id/id/eprint/128091

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