PUTRI ADETIA NINGSIH, NPM 2101100122 (2025) PENGARUH STRATEGI PEMASARAN, PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAAN PADA PRODUK HALAL NETWORK INTERNATIONAL (HNI) DI RANTAU PRAPAT. Tugas_Akhir(Artikel) Economics and Digital Business Review, 6 (2). pp. 1211-1218. ISSN 2774-2563 (e-ISSN)
![[img]](http://repository.ulb.ac.id/style/images/fileicons/text.png) |
Text
COVER.pdf Download (1MB) |
|
Text
ARTIKEL.pdf Download (254kB) |
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh strategi pemasaran, promosi, dan harga terhadap keputusan pembelian pada produk Halal Network International (HNI) di wilayah Rantau Prapat. Penelitian ini menggunakan pendekatan kuantitatif dengan metode regresi logistik, serta melibatkan 96 responden yang merupakan konsumen HNI. Data diperoleh melalui penyebaran kuesioner dan dianalisis untuk mengetahui pengaruh masing masing variabel independen terhadap variabel dependen. Hasil penelitian menunjukkan bahwa promosi dan harga memiliki pengaruh signifikan terhadap keputusan pembelian, sedangkan strategi pemasaran tidak menunjukkan pengaruh yang signifikan. Secara simultan, ketiga variabel tersebut berpengaruh terhadap keputusan pembelian. Temuan ini mengindikasikan pentingnya promosi dan penetapan harga yang tepat dalam memengaruhi perilaku konsumen terhadap keputusan pembelian. Model regresi yang digunakan dalam penelitian ini memiliki kemampuan menjelaskan variabilitas keputusan pembelian sebesar 53,8%. Kata Kunci: Strategi Pemasaran, Promosi, Harga, Keputusan Pembelian=========================================================================================== This study aims to analyze the influence of marketing strategy, promotion, and price on purchasing decisions on Halal Network International (HNI) products in the Rantau Prapat area. This study uses a quantitative approach with the logistic regression method, and involves 96 respondents who are HNI consumers. Data were obtained through questionnaires and analyzed to determine the effect of each independent variable on the dependent variable. The results showed that promotion and price have a significant influence on purchasing decisions, while marketing strategy did not show a significant influence. Simultaneously, the three variables affect purchasing decisions. This finding indicates the importance of promotion and appropriate pricing in influencing consumer behavior towards purchasing decisions. The regression model used in this study has the ability to explain the variability of purchasing decisions by 53.8%. Keywords: Marketing Strategy, Promotion, Price, Purchasing Decisions
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Strategi Pemasaran, Promosi, Harga, Keputusan Pembelian================Marketing Strategy, Promotion, Price, Purchasing Decisions |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 11 Jul 2025 08:06 |
| Last Modified: | 11 Jul 2025 08:07 |
| URI: | http://repository.ulb.ac.id/id/eprint/1563 |
Actions (login required)
 |
View Item |
