SKRIPSI MBS

PENGARUH GREEN MARKETING, LABEL HALAL DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Produk Safi)

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ABSTRACT This study aims to determine the effect of Green Marketing, Halal Labels and Electronic Word of Mouth on Purchasing Decisions (Case Study on Safi products). The dependent variable in this study is the Purchase Decision (Y) while the independent variables include Green Marketing (X1), Halal Label (X2), Electronic Word of Mouth (X3). The research method used in this study is a quantitative research method. The population in this study are people who have used Safi products. The sampling technique in this study used an incidental sampling technique so that a sample of 122 respondents was obtained. The data collection technique is by using questionnaires. The results of the study show that: 1) the Green Marketing variable has a positive and significant effect on purchasing decisions. 2) the Halal Label variable has a positive and not significant effect on purchasing decisions. 3) the variable Electronic Word of Mouth has a positive and significant effect on purchasing decisions. From the results of the F test it can be concluded that together or simultaneously the variables Green Marketing, Halal Label and Electronic Word of Mouth have a positive and significant effect on purchasing decisions. Keywords: Green Marketing, Halal Label, E-WOM and Purchase Decision

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 SEP p 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 127 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Septiana Endah Andari

Versi lain/terkait

Lampiran Berkas

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