Pengaruh Manajemen Pemasaran Produk Halal Network Internasional-Herbal Penawar Alwahida Indonesia (HNI-HPAI) Dalam Menarik Minat Pembeli Di Kota Bireuen.

mira chairani

Abstract


This study aims to analyze the influence of marketing management, consisting of product, price, distribution, and promotion, on consumers’ purchase intention toward Halal Network International-Herbal Penawar Al Wahida Indonesia (HNI-HPAI) products in Bireuen City. The research employed a quantitative approach with an associative research design. The population consisted of all HNI-HPAI consumers in Bireuen City, while the sample comprised 96 respondents selected through purposive sampling. Data were collected using questionnaires and interviews and analyzed through multiple linear regression using SPSS version 25. The results revealed that, partially, the product variable had a positive and significant effect on purchase intention with a t-value of 3.532 and a significance value of 0.001. The price variable had a positive and significant effect with a t-value of 2.635 and a significance value of 0.010. The distribution variable also had a positive and significant effect with a t-value of 2.459 and a significance value of 0.016. Furthermore, the promotion variable had a positive and significant effect with a t-value of 3.690 and a significance value of 0.000. Simultaneously, product, price, distribution, and promotion significantly influenced purchase intention, as indicated by an F-value of 44.382 and a significance level of 0.000. The coefficient of determination (R²) of 0.664 indicates that 66.4% of the variation in purchase intention can be explained by the variables examined in this study. Therefore, the marketing mix plays a significant role in enhancing consumers’ purchase intention toward HNI-HPAI products in Bireuen City.

 

Keywords: Marketing Management, Halal Products, Marketing Mix, Purchase Intention, HNI-HPAI.


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DOI: https://doi.org/10.35308/jbksm.v10i1.15830

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