PENGARUH ISLAMIC BRANDING, KESADARAN HALAL DAN RELIGIUSITAS TERHADAP KEPUTUSAN PEMBELIAN OBAT HERBAL HNI HPAI DI KOTA LANGSA

Authors

  • Rihadatul Aisy Universitas Samudra
  • Muhammad Fuad Universitas Samudra
  • Maulana Rahman Universitas Samudra

DOI:

https://doi.org/10.24114/niaga.v14i1.65062

Abstract

Penelitian ini bertujuan unruk mengetahui  pengaruh Islamic branding, kesadaran halal dan religiusitas terhadap keputusan pembelian obat herbal HNI HPAI di Kota Langsa. Penelitian ini dilaksanakan di Kota Langsa dengan populasinya adalah pembeli obat herbal. Teknik pengambilan sampel menggunakan accidental sampling  dengan jumlah sampel sebanyak 96 responden. Metode analisis data yang digunakan adalah Analisis Regresi Linier Berganda, uji t, uji F dan koefisien determinasi. Hasil penelitian menunjukkan bahwa secara parsial, Islamic branding tidak berpengaruh signifikan terhadap keputusan pembelian obat herbal HNI HPAI di Kota. kesadaran halal berpengaruh signifikan terhadap keputusan pembelian obat herbal HNI HPAI di Kota Langsa. Religiusitas berpengaruh signifikan terhadap keputusan pembelian obat herbal HNI HPAI di Kota Langsa. Islamic branding, kesadaran halal dan religiusitas berpengaruh secara simultan terhadap keputusan pembelian obat herbal HNI HPAI di Kota Langsa. Dari uji koefesien determinasi, variabel islamic branding, kesadaran halal dan religiusitas mempengaruhi  keputusan pembelian produk sebesar 19,7%, sedangkan sisanya 80,3% dipengaruhi variabel lain yang tidak diteliti dalam penelitian ini . Keywords: Islamic Branding, Kesadaran Halal, Religiusitas dan Keputusan Pembelian

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Published

2025-04-26

Issue

Vol. 14 No. 1 (2025): NIAGAWAN VOL 14 NO 1 MARET 2025

Section

Articles

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Copyright (c) 2025 Rihadatul Aisy, Muhammad Fuad, Maulana Rahman

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