Pengaruh Islamic Branding dan Personal Selling terhadap Buying Decision pada Produk HNI-HPAI (Studi pada Konsumen Produk HNI-HPAI di Kota Medan)

Abstract

Indonesia is a country with the largest Muslim majority population in Southeast Asia, making it a potential market for halal health products. This is supported by the high demand for health products in Indonesia, the emergence of Islamic brands shows a shift in consumer behavior in making purchasing decisions to display their identity. Especially in Medan, where the majority of the population is Muslim. One of the companies engaged in halal health products is HNI-HPAI, however, this company still needs to improve Islamic branding and personal selling to reach consumers in Medan so that consumers make buying decisions. This study aims to determine the effect of Islamic branding, personal selling, on buying decisions on HNI HPAI products in Medan. The effect of Islamic branding, personal selling will be analyzed partially and simultaneously on buying decisions. The form of research used is quantitative with an associative approach. The population in this study were consumers of HNI-HPAI products in Medan, with a sample of 96 respondents, with sampling techniques using purposive sampling. Primary data obtained through direct distribution of questionnaires and secondary data obtained through literature studies. The results of this study indicate that Islamic Branding has a positive and significant effect on the Buying Decision variable, the t-count value is 6.746> 1.985 with a sig value of 0.000 <0.05 and the regression coefficient value is 1.151. Personal Selling has a positive and significant effect on the Buying Decision variable, the t-count value is 2,100> 1.985 with a sig value of 0.038 <0.05 and a regression coefficient value of 0.353. In simultaneous testing, the islamic branding and personal selling variables simultaneously influenced 77.3%, while the remaining 22.7% was influenced by factors outside this research model.