PENGARUH ELECTRONIC WORD OF MOUTH (EWOM) DAN LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIXUE

Anisa Sekar Ningrum, - (2023) PENGARUH ELECTRONIC WORD OF MOUTH (EWOM) DAN LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIXUE. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Saat ini berbagai jenis makanan beredar luas di pasar membuat konsumen harus selektif dalam memilih makanan. Salah satu yang sedang tren yaitu brand eskrim Mixue. Mixue adalah merek franchise asal Cina yang digemari masyarakat karena harga yang terjangkau dan banyaknya varian menu. Mixue adalah salah satu brand yang memanfaatkan media sosial sebagai media promosi. Berita tentang status kehalalan Mixue yang menjadi trend perbincangan di masyarakat dimedia sosial ini dapat mengakibatkan menurunnya keputusan pembelian konsumen, hal ini merupakan salah satu dampak electronic word of mouth (ewom). Penelitian ini bertujuan untuk menganalisis pengaruh ewom dan label halal terhadap keputusan pembelian produk Mixue. Penelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif. Jumlah sampel penelitian ini yaitu 60 responden dengan teknik penelitian non probability sampling jenis purpossive sampling. Penelitian ini menggunakan bantuan software SPSS versi 25 untuk menguji hipotesis. Hasil penelitian menyatakan: 1) ewom (X1) berpengaruh secara positif dan signifikan terhadap keputusan pembelian (Y). 2) label halal (X2) tidak berpengaruh terhadap keputusan pembelian (Y). 3) ewom (X1) dan label halal (X2) secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian (Y). Implikasi hasil penelitian ini yaitu ewom dapat dijadikan media pemasaran dan memudahkan konsumen melakukan pencarian informasi produk. Selain itu label halal akan menambah nilai sebuah produk yang dapat meningkatkan kepercayaan konsumen untuk membeli dan mengonsumsi produk.
Currently, various types of food are widely circulated in the market, making consumers
have to be selective in choosing food. One of the trends is the Mixue ice cream brand.
Mixue is a franchise brand from China that is favored by the public because of its
affordable prices and many menu variants. Mixue is one of the brands that utilizes social
media as a promotional medium. News about the halal status of Mixue which has become
a trend of conversation in the community on social media can result in a decrease in
consumer purchasing decisions, this is one of the impacts of electronic word of mouth
(ewom). This study aims to analyze the effect of ewom and halal labels on purchasing
decisions for Mixue products. This research uses quantitative methods with an
associative approach. The number of samples in this study were 60 respondents with
purposive sampling type non probability sampling technique. This study uses the help of
SPSS version 25 software to test the hypothesis. The results of the study stated: 1) ewom
(X1) has a positive and significant effect on purchasing decisions (Y). 2) halal label (X2)
has no effect on purchasing decisions (Y). 3) ewom (X1) and halal label (X2)
simultaneously have a positive and significant effect on purchasing decisions (Y). The
implication of the results of this study is that ewom can be used as a marketing medium
and make it easier for consumers to search for product information. In addition, the halal
label will add value to a product which can increase consumer confidence to buy and
consume the product.

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	Text S_BD_TSK_1905757_Chapter2.pdf Restricted to Staf Perpustakaan Download (269kB)
	Text S_BD_TSK_1905757_Chapter3.pdf Download (243kB)
	Text S_BD_TSK_1905757_Chapter4.pdf Restricted to Staf Perpustakaan Download (318kB)
	Text S_BD_TSK_1905757_Chapter5.pdf Download (93kB)
	Text S_BD_TSK_1905757_Appendix.pdf Restricted to Staf Perpustakaan Download (551kB)

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=id&user=aRNQCoEAAAAJ&view_op=list_works&gmla=AMpAcmQwbgFfCjqSImMbTWHUR1aF2L4P6OaTRCH4gWM3KdcFPgsImNUwqR4Fn4nTz70KPm369Fws1yFowjcuMhTR ID SINTA Dosen Pembimbing: BTARI MARISKA PURWAAMIJAYA : 6681170 ADI PREHANTO : 6745739
Uncontrolled Keywords:	Electronic Word of Mouth (eWOM), Label Halal, Keputusan Pembelian
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User:	Anisa Sekar Ningrum -
Date Deposited:	21 Jul 2023 00:28
Last Modified:	21 Jul 2023 00:28
URI:	http://repository.upi.edu/id/eprint/93925

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