Electronic Theses and Dissertation

Penelitian ini bertujuan untuk mengetahui pengaruh harga, halal lifestyle, lokasi, dan word of moouth terhadap keputusan pembelian pada mie gacoan cabang t. panglima nyak makam banda aceh, baik secara parsial maupun simultan. penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian survei. sampel penelitian sebanyak 100 responden yang ditentukan menggunakan rumus slovin dan teknik purposive sampling. instrumen penelitian menggunakan kuesioner dengan skala likert. teknik analisis data menggunakan analisis regresi linier berganda dengan bantuan perangkat lunak spss versi 25. hasil penelitian menunjukkan bahwa halal lifestyle dan word of mouth berpengaruh signifikan terhadap keputusan pembelian mie gacoan, sedangkan harga dan lokasi tidak berpengaruh signifikan terhadap keputusan pembelian mie gacoan. namun demikian, secara simultan harga, halal lifestyle, lokasi, dan word of mouth berpengaruh signifikan terhadap keputusan pembelia mie gacoan cabang t. panglima nyak makam kota banda aceh. secara keseluruhan, halal lifestyle dan word of mouth menjadi faktor penting dalam memengaruhi keputusan pembelian konsumen pada mie gacoan cabang t. panglima nyak makam kota banda aceh, sementara faktor harga dan lokasi perlu dioptimalkan agar dapat memberikan pengaruh yang lebih nyata terhadap keputusan pembelian konsumen.

This study aims to examine the influence of price, halal lifestyle, location, and word of mouth on purchasing decisions at Mie Gacoan, T. Panglima Nyak Makam Branch, Banda Aceh, both partially and simultaneously. This research employed a quantitative approach using a survey research design. The sample consisted of 100 respondents selected using the Slovin formula and purposive sampling technique. Data were collected through a questionnaire based on a Likert scale. The data were analyzed using multiple linear regression analysis with the assistance of SPSS version 25. The results indicate that halal lifestyle and word of mouth have a significant effect on purchasing decisions at Mie Gacoan, while price and location do not have a significant effect on purchasing decisions. However, simultaneously, price, halal lifestyle, location, and word of mouth have a significant effect on purchasing decisions at Mie Gacoan, T. Panglima Nyak Makam Branch, Banda Aceh. Overall, halal lifestyle and word of mouth are important factors influencing consumers’ purchasing decisions at Mie Gacoan, T. Panglima Nyak Makam Branch, Banda Aceh, while the factors of price and location need to be optimized to exert a more substantial influence on consumers’ purchasing decisions.