Pengaruh Word Of Mouth, Label Halal Dan Media Sosial Terhadap Keputusan Pembelian Produk Halal Network Internasional Herba Penawar Alwahida Indonesia (HNI-HPAI) Area Pemasaran Bolon Colomadu Karanganyar

Abstract

This study aims to determine the effect of word of mouth, halal labels and social media on purchasing decisions for products from the International Halal Network Herba Penawar Alwahida Indonesia (HNI-HPAI) marketing area of Bolon Village, Colomadu District, Karanganyar Regency. This research is a quantitative study with a population of Bolon Colomadu Karanganyar residents. Samples were taken using the Slovin formula and the sampling technique used was accident sampling. Data analysis used multiple linear regression model. This study explains that the word of mouth variable has a t count < t table that is -1.448 < 1.98498 meaning that the word of mouth variable has no significant effect on the purchasing decision of HNI-HPAI, the halal label variable has a t count < t table that is 1.966 < 1 ,98498 means that the halal label variable has no significant effect on purchasing decisions for HNI HPAI products and the social media variable has t count > t table, namely 6.188 > 1.98498 has a significant effect on purchasing decisions for HNI-HPAI.