Pengaruh Marketing Mix Dan Label Halal Terhadap Keputusan Pembelian Produk Wardah Di Shopee

Abstract

This study aims to analyze the influence of marketing mix elements and halal labels on purchasing decisions for Wardah products on the Shopee e-commerce platform. The data used in this study are primary data, obtained directly by researchers through questionnaire collection. The study population consists of consumers of Wardah products on Shopee. The sample was determined using a non-probability sampling method with a purposive sampling technique, based on certain criteria, such as consumers who have purchased Wardah products at least twice and are between 18 and 40 years old. The number of samples used was 100 respondents, which was calculated using the Slovin formula. Data analysis was carried out using multiple linear regression to determine the extent to which marketing mix and halal labels influence product purchasing decisions. Data analysis was carried out using multiple linear regression to identify the extent to which marketing mix and halal label variables influence purchasing decisions, with each contribution being explained through the regression model built