PENGARUH PROMOSI, LAYANAN KONSUMEN DAN BRAND BERLOGO HALAL TERHADAP KEPUTUSAN PEMBELIAN KOPI JANGKAT

Gion Ramadhan, Yudhi Novriansyah, S. Supriyati
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Abstract

This study aims to see whether there is an effect of Promotion, Consumer Service and Brand with Halal Logo on the Purchase Decision of Jangkat Coffee in Bangko District, Merangin Regency, Jambi Province. From a total population of 420 people and 42 people were used as samples of this study using the Random Sampling technique. The results of this study indicate that from the results of the f-test there is a sig value. 0.000 < 0.05 variable promotion, consumer service, and brand with the halal logo have a positive influence on the decision to purchase Term coffee. From the results of the t-test, it is stated that the promotion has a sig value. 0.00 < 1.68595 which means that it has a positive effect on purchasing decisions, customer service has a sig value. 0.100 < 1.68595 which means that consumer service has a significant positive influence and the brand with the halal logo has a sig value. 0.298 < 1.68595, which means that the brand with the halal logo has a positive effect on the decision to purchase anchor coffee. This finding shows that to determine consumer purchasing decisions in purchasing products requires good promotion, as well as providing excellent customer service, and a brand with a halal logo as a guarantee that a product is safe for use or consumption.
促销、消费者服务和清真品牌对快速购买咖啡的决定的影响
本研究旨在观察促销、消费者服务和品牌清真标识是否对占比省Merangin Regency Bangko区Jangkat Coffee的购买决策有影响。本研究采用随机抽样技术,从420人的总人口中选取42人作为样本。本研究的结果表明,从f检验的结果有一个sig值。0.000 < 0.05变量促销、消费者服务、清真标识品牌对Term咖啡的购买决策有正向影响。从t检验的结果来看,晋升具有sig值。0.00 < 1.68595,这意味着它对购买决策有积极的影响,客户服务有一个标志值。0.100 < 1.68595,即消费者服务具有显著的正向影响,带有清真标志的品牌具有sig值。0.298 < 1.68595,即带有清真标识的品牌对购买锚咖啡的决定有正向影响。这一发现表明,要决定消费者在购买产品时的购买决策,需要良好的促销,以及提供优质的客户服务,以及一个带有清真标志的品牌,作为产品安全使用或消费的保证。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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