The Influence of Country of Origin, Halal Label and Promotion on Consumer Loyalty of Mixue Ice Cream on Teenagers in Palembang City with Purchase Decision as an Intervening Variable
Journal Title: International Journal of Multidisciplinary Research and Analysis - Year 2024, Vol 7, Issue 06
Abstract
This research is motivated by issues regarding the halalness of a product, which often come to the fore. This is because there is a strict prohibition in Islamic law on certain foods, such as pork and liquor, products that can be consumed, both food and drink and medicine, must be free from unacceptable elements. This also happened to one of the drink labels originating from China, namely Mixue, which has been marketing its products in Indonesia for the last few years. This research aims to analyze the influence of County of Origin, Halal Label, and Promotion on Consumer Loyalty on Purchase Decisions for mixue ice cream among teenagers in the city of Palembang with Purchase Decisions as an Intervening Variable. This research uses a quantitative approach. The population of this research is teenagers who consume mixue ice cream in the city of Palembang with a sample size of 200 respondents. The data collection technique uses primary data in the form of distributing questionnaires using a Likert scale. The data analysis technique in this research uses Outer Model Analysis, Inner Model Analysis, Bootstrapping, Path Coefficient. The results of this research show that (1) Country of Origin has an effect on Consumer Loyalty, (2) Halal Label has no effect on Consumer Loyalty (3) Promotion has an effect on Consumer Loyalty (4) Country of Origin has an effect on Purchasing Decisions (5) Halal Label has an effect on Purchase Decisions (6) Promotion influences Purchase Decisions (7) Purchase Decisions Influences Consumer Loyalty (8) Country of Origin influences Consumer Loyalty through purchasing Decisions (9) Halal Label influences Consumer Loyalty through Purchase Decisions (10) Promotion influences on Consumer Loyalty through purchasing decisions.
Authors and Affiliations
Sella Herlinia , Cholidi , Maftukhatusolikhah ,
Keywords
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- EP ID EP736698
- DOI 10.47191/ijmra/v7-i06-19
- Views 41
- Downloads 0
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