Pengaruh Persepsi Halal Food, Citra Merek (Brand Image), Dan Experiential Marketing Terhadap Keputusan Pembelian Di Restoran Korea Patbingsoo Medan
DOI:
https://doi.org/10.30651/jms.v8i3.19962Abstract
Penelitian ini bertujuan untuk mengetahui Pengaruh Persepsi Halal Food, Citra Merek (Brand Image), Dan Experiential Marketing Terhadap Keputusan Pembelian Di Restoran Korea Patbingsoo Medan. Penelitian ini menggunakan metode kuantitatif dengan Teknik pengambilan sampel menggunakan purposive sampling, dengan jumlah sampel sebanyak 100 orang. Teknik pengambilan data dalam penelitian ini dilakukan dengan cara menyebarkan kuesioner yang pengukuranya dengan skala likert dan diolah secara statistic menggunakan analisis regresi linear berganda dan pengujian hipotesis dengan uji t, uji F dan koefisien determinasi (R2) yang sebelumnya data telah diuji menggunakan uji validitas, uji reabilitas dan uji asumsi klasik. Pengolahan data menggunakan program SPSS for windows 22.0. Hasil penelitian ini adalah Persepsi Halal Food memiliki pengaruh terhadap Keputusan Pembelian. Citra Merek memiliki pengaruh terhadap Keputusan Pembelian. dan Experiential Marketing memiliki pengaruh terhadap Keputusan Pembelian. Berdasarkan hasil penelitian menunjukkan bahwa variable pengaruh Persepsi Halal Food, Citra Merek dan Experiential Marketing berpengaruh secara simultan terhadap Keputusan Pembelian. Hal ini terlihat dari nilai Fhitung > Ftabel = 32.274 > 2.70 dengan nilai signifikan 0.000 > 0,05. Uji koefisien determinasi menunjukkan nilai sebesar 0.592 yang berarti bahwa Persepsi Halal Food, Citra Merek dan Experiential Marketing berpengaruh terhadap Keputusan Pembelian sebesar 59.2% sedangkan sisanya dipengaruhi oleh variabel lain diluar penelitian ini.
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