Pengaruh Pengetahuan Produk, Variasi Menu dan Strategi Pemasaran Syariah Terhadap Keputusan Pembelian Pada Mango Milk Karanganyar
Keywords:
product knowledge, menu variations, consumer decisions, purchasing mango milkAbstract
This research aims to find out the influence of product knowledge, menu variations and sharia marketing strategies on purchasing decisions at Mango Milk Karanganyar. The technique for determining the sample to be studied is the accidental sampling method, namely by distributing questionnaires to 75 consumers who have purchased Mango Milk at the Karanganyar outlet that the researcher met at the research location. The results of this multiple linear regression research show that the level of consumer decision in purchasing Karanganyar Mango Milk is influenced by product knowledge with a significance value of 0.000 < 0.05 so it can be concluded that Ho is rejected and H1 is accepted. Menu variations with a significance value of 0.039<0.05 so it can be concluded that Ho is rejected and H2 is accepted. Meanwhile, in terms of sharia marketing strategy factors, a significance value of 0.302 > 0.05 was obtained, so it can be concluded that Ho is accepted and H3 is rejected, which means that the sharia marketing strategy implemented by Mango Milk Karanganyar has not been able to influence the level of consumer decisions in making purchases.References
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