Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menganalisis pengaruh digital marketing, halal awareness, dan brand experience terhadap minat beli skincare safi pada mahasiswi universitas syiah kuala. dalam penelitian ini menggunakan pendekatan kuantitatif. data yang digunakan adalah data primer yang di dapat dari penyebaran kuesioner kepada 100 responden. peneliti menentukan responden menggunakan teknik non probability sampling dengan rumus slovin dan di analisis menggunakan analisis regresi linier berganda. hasil penelitian ini menunjukkan bahwa variabel digital marketing berpengaruh negatif dan signifikan terhadap minat beli. halal awareness dan brand experience berpengaruh positif dan signifikan terhadap minat beli. hasil uji secara simultan menunjukkan bahwa variabel digital marketing, halal awareness, brand experience berpengaruh signifikan terhadap minat beli skincare safi pada mahasiswi universitas syiah kuala. kata kunci: digital marketing, halal awareness, brand experience, minat beli

ABSTRACT This research aims to analyze the influence of digital marketing, halal awareness, and brand experience on interest in buying Safi skincare among Syiah Kuala University students. This research uses a quantitative approach. The data used is primary data obtained from distributing questionnaires to 100 respondents. Researchers determined respondents using non-probability sampling techniques with the Slovin formula and analyzed using multiple linear regression analysis. The results of this research show that digital marketing variables have a negative and significant effect on purchasing interest. Halal awareness and brand experience has a positive and significant effect on purchasing interest. Simultaneous test results show that the variables digital marketing, halal awareness, brand experience have a significant effect on interest in buying Safi skincare among Syiah Kuala University students. Keywords: Digital Marketing, Halal Awareness, Brand Experience, Purchase Interest