Pengaruh Promosi Dan Harga Terhadap Keputusan Pembelian Dengan Labelisasi Halal Sebagai Variabel Intervening (Studi Pada Konsumen Home Industri Bakso Kembar Kota Metro)

Abstract

Purchasing decisions from consumers regarding the products they produce is something that
is of concern to every business person in formulating a strong marketing strategy in order to
maximize profits, create consumer satisfaction and be able to compete with businesses. There
is a problem at the location of the object of my research, namely the decline in decisions.
purchases caused by promotions and selling prices compared to competitors resulted in a
decrease in consumers and made consumers consider purchasing decisions at the Bakso
Kembar Home Industry in Metro City. This research aims to find out whether promotions
influence halal labeling, to find out whether price influences halal labeling, to find out
whether promotions influence purchasing decisions, to find out whether price influences
purchasing decisions, to find out whether halal labeling influences purchasing decisions.
This research uses quantitative research, taking a sample of 57 Bakso Kembar Metro City
consumers. Data collection uses the questionnaire method and data analysis uses Validity
Test, Reliability Test, Normality Test, Homogeneity Test, Linearity Test and Variable Regression Analysis using the program (SPSS 22). The results of the research show that there
is a direct influence between Promotion on Halal Labeling, There is a direct influence
between Price on Halal Labeling, There is a direct influence between Promotion on
Purchasing Decisions, There is a direct influence between Price on Purchasing Decisions,
There is a direct influence between Labeling Halal on Purchasing Decisions