SKRIPSI DIGITAL
The Influence of Social Media Interaction and Halal Awareness of Purchase Decision of Avoskin Products in Semarang = The Influence of Social Media Interaction and Halal Awareness of Purchase Decision of Avoskin Products in Semarang
The growing number of social media users leads to a trend that consumers use their social media to interact with brands and fellow customers to gain information regarding specific products. With a high level of halal awareness in Indonesia, it is important for muslims in Indonesia to be aware of the halalness of the products they will use. This study has two objectives: (1) examining the influence of social media interaction on purchase decision of Avoskin products and (2) examining the influence of halal awareness on purchase decision of Avoskin products. Purposive sampling was used to select the 100 respondents who purchased Avoskin products. Multiple regression analysis was performed in this investigation. The multiple linear regression test result is Y = 23.706 + 0.447X1 + 0.331X2. The findings of this study demonstrated that social media interaction and halal awareness positively influence Avoskin product purchases. The higher
interaction in Avoskin ‘s social media and halal awareness of the consumers, the higher the extent of purchase decision of Avoskin products. Therefore, Avoskin should optimize their social media to interact with consumers and allow them to interact with other consumers. Avoskin should provide information regarding the halalness of their product and emphasize it in their promotional strategy.
Keywords: Purchase Decision, Social Media Interaction, Halal Awareness
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