Which One Is Important? Halal Labeling Or Viral Marketing (Case Study of Medan City Kopi Kenangan Consumers)

Abstract

Halal labeling is the inclusion of halal writing or statements on packaging or products to show that the product in question has the status of a halal product. This research is motivated by the purchase decision of a product made by consumers. Achieving this goal can be done with various strategies including implementing viral marketing sales techniques, explaining the importance of halal labeling, and paying attention to consumer trust. This study aims to measure Halal Labeling and Viral Marketing on consumer trust and purchasing decisions of Kopi Kenangan and knowing Halal Labeling and Viral Marketing on purchasing decisions. The method used is the quantitative method, using a purposive sampling technique with a simple linear regression research method, a sample of 200 respondents to the people of the city of Medan. The data collection technique uses a questionnaire for people aged > 17 years who have purchased memorable coffee at least 2 times. To reduce errors in the data, SPSS is used to determine the extent to which halal awareness influences product purchasing decisions at Kopi Kenangan. For further research, it is better to use other variables and a more diverse population so that the results are more specific.