Analisis Pengaruh Viral Marketing, Halal Awareness dan Electronic Word of Mouth terhadap Keputusan Pembelian pada Mie Gacoan (Studi Kasus pada Konsumen Mie Gacoan Cabang Dr. Mansyur Medan)

Abstract

This study aims to determine and analyze the effect of Viral Marketing, Halal Awareness and Electronic Word of Mouth on Purchasing Decisions on Mie Gacoan. This research is associative research and the type of data used is quantitative data. The population of this study were consumers who had bought Mie Gacoan at the Dr. Mansyur Medan branch. The number of samples in this study were 100 people with sampling techniques using purposive sampling with the criteria being individuals who were met when buying Mie Gacoan at the Dr. Mansyur Medan branch and were over 17 years old. The data analysis used is multiple linear regression analysis. The results of this study indicate that simultaneously Viral Marketing, Halal Awareness, and Electronic Word of Mouth have a positive and significant effect on purchasing decisions. Partially, Viral Marketing, Halal Awareness, and Electronic Word of Mouth have a positive and significant effect on purchasing decisions on Mie Gacoan products. And based on the coefficient of determination, the independent variable is able to influence the dependent variable by 61.3%.