The influence of service quality, marketing mix, halal certification on purchasing decisions through purchasing interest in Palembang MSMEs
Indri Priscilia
, Heri Junaidi , Deky Anwar
Service Quality, Marketing mix, Halal Certification. Purchase Decision, Purchase Interest
Service quality, marketing mix and halal certification are things that need to be considered in consumer purchasing decisions for the progress of an purchasing interest in Palembang MSMEs. The purpose of this study was to determine the effect of service quality, marketing mix, halal certification on purchasing decisions purchasing interest in Palembang MSMEs. The type of research used in this study is to use quantitative research. The population in this study were buyers who purchased purchasing interest in Palembang MSMEs . In this study using nonprobability samples, because the researcher did not clearly obtain the identity of the respondents needed in the preparation of the sample frame. The method of nonprobability which uses purposive sampling technique. Purposive sample, namely the technique of determining the sample based on special characteristics, namely individuals as experts. The number of samples in the calculation using the slovin formula is 96.66 but will be rounded up to 97 samples. Data analysis tools using Smart-PLS4. The main findings in this study where service quality has no effect on purchasing decisions, marketing mix has a positive and significant effect on purchasing decisions, halal certification has a positive and significant effect on purchasing decisions, service quality has an effect on buying interest, marketing mix has an effect on buying interest, halal certification has no effect on purchasing decisions. In general, the findings in this study indicate that service quality, marketing mix, halal certification and purchase intention are very important for companies to pay attention to so that consumers can make purchasing decisions to buy products provided by the company.
"The influence of service quality, marketing mix, halal certification on purchasing decisions through purchasing interest in Palembang MSMEs", TIJER - TIJER - INTERNATIONAL RESEARCH JOURNAL (www.TIJER.org), ISSN:2349-9249, Vol.11, Issue 2, page no.a372-a378, February-2024, Available :https://tijer.org/TIJER/papers/TIJER2402046.pdf
Volume 11
Issue 2,
February-2024
Pages : a372-a378
Paper Reg. ID: TIJER_151233
Published Paper Id: TIJER2402046
Downloads: 000274
Research Area: Science and Technology
Country: -, -, India
ISSN: 2349-9249 | IMPACT FACTOR: 8.57 Calculated By Google Scholar | ESTD YEAR: 2014
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.57 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publisher: TIJER (IJ Publication) Janvi Wave
