PENGARUH ISLAMIC BRANDING, PERSONAL SELLING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK RABBANI (STUDI KASUS KONSUMEN RABBANI KOTA JAMBI)
Abstract
Abstrak
Penelitian ini bertujuan untuk mengetahui pengaruh Islamic Branding, personal selling, dan kualitas produk terhadap pembelian produk rabbani di Kota Jambi. Metode yang di gunakan penulis dalam penelitan ini adalah pendekatan kuantitatif, dan menggunakan jenis penelitian deskritif. Lokasi penelitian ini dilakukan pada konsumen produk rabbani di kota jambi,Populasi penelitian ini adalah seluruh konsumen rabbani di kota jambi, penelitian menggunakan rumus slovin, penelitian ini juga menggunakan data primer, berdasarkan hasil perhitungan rumus, diperoleh jumlah 243,348084 dibulatkan menjadi 243 dikarenakan untuk mempermudah perhitungan dan mendapatkan data yang lebih akurat. Penelitian ini menggunakan teknik probability sampling, yaitu teknik pengambilan sampel yang memberikan setiap unsur (anggota) populasi dasar dengan kesempatan yang sama untuk dipilih menjadi anggota sampel. Dalam hal ini digunakan teknik simple random sampling, yaitu mengambil anggota sampel secara acak dari populasi, tanpa memperhatikan strata populasi yang ada. Data yang di peroleh peneliti kemudian diolah menggunakan alat bantu aplikasi SPSS. Berdasarkan hasil dari penelitian, terdapat pengaruh antara Islamic Branding, Personal Selling dan Kualitas Produk terhadap Keputusan Pembelian Produk Rabbani.
Kata Kunci: Islamic Branding, Personal Selling, Kualitas Produk, dan Keputusan Pembelian
Abstract
This study aims to determine the effect of Islamic branding, personal selling, and product quality on the purchase of rabbani products in Jambi City. The method used by the author in this research is a quantitative approach, and uses a type of descriptive research. The location of this research was conducted on consumers of rabbani products in the city of Jambi. The population of this study were all consumers of rabbani in the city of Jambi. The research used the slovin formula. simplify calculations and get more accurate data. This study uses a probability sampling technique, which is a sampling technique that provides each element (member) of the basic population with the same opportunity to be selected as a member of the sample. In this case, a simple random sampling technique was used, namely taking random sample members from the population, regardless of the existing population strata. The data obtained by the researcher was then processed using the SPSS application tool. Based on the results of the study, there is an influence between Islamic Branding, Personal Selling and Product Quality on the Purchase Decision of Rabbani Products.
Keywords: Islamic Branding, Personal Selling, Product Quality, and Purchasing Decisions
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