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PENGARUH BAURAN PEMASARAN 4P DAN LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN PADA TSABITA HALAL BAKERY CABANG KARTASURA

ABSTRACK Industrial developments in Indonesia have led to changes in lifestyle and consumption patterns of the people, especially in the bread business. Business competition is getting tougher, making business people have to implement the right strategy. This study aims to determine the effect of the 4P marketing mix and the halal label on purchasing decisions at Tsabita Halal Bakery, Kartasura branch. The research method used is a quantitative method with a population of Soloraya people with a sample of 110 respondents who have bought Tsabita halal bakery at the Kartasura branch. The sampling technique used was non-probability sampling with the purposive sampling method with multiple linear regression analysis assisted by the SPSS version 23 application. The results showed that product, price, place, halal label had an effect on the purchasing decision of Tsabita halal bakery, while promotion had no effect on the decision purchase of Tsabita halal bakery. Keywords: 4P Marketing Mix, Halal Label, Purchasing Decision

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 NUR p 23
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN R Said.,
Deskripsi Fisik
21 cm, 152 halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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