Halal Awareness, Social Media Promotion, and Reference Group (Word of Mouth) on Purchase Decision through Purchase Intention as Intervening Variable (Case Studies on MSME in Super Swalayan, Taman Setiabudi Indah, Medan)

Abstract

The existence of MSME cannot be eliminated or avoided from today's society because it is very useful in terms of distributing people's income and also able to absorb labor on a large scale considering the large population of Indonesia so that it can reduce the unemployment rate. The purpose of this study is to analyze the effect of halal awareness, social media promotion, and reference group (word of mouth) on purchase decision through purchase intention as intervening variable in MSME in Super Swalayan, Taman Setiabudi Indah, Medan. The population of this research is consumers who shops at Super Swalayan, Taman Setiabudi Indah, Medan with a total sample of 100 respondents. The sampling method used was the accidental sampling method. Data analysis is carried out through IBM SPSS Statistics 24. The results show that halal awareness and reference group (word of mouth) directly have a positive and significant effect on purchase intention, while social promotion have a negative and insignificant effect on purchase intention. Halal awareness, social media promotion, and reference group (word of mouth) have a positive and significant effect on purchasing decision, then halal awareness, and reference group (word of mouth) have a positive and significant effect on purchasing decision through purchase intention, while social promotion has a negative and insignificant effect on purchasing decision through purchase intention. Keywords: Halal Awareness, Social Media Promotion, Reference Group (Word Of Mouth), Purchase Decision, Purchase Intention.