ALFAJRI, DIAN RIZKY (2025) PENGARUH PROMOSI MEDIA SOSIAL, LABEL HALAL DAN E-WOM TERHADAP MINAT BELI PRODUK KULINER DI KOTA SERANG (Studi Kasus UMKM Kuliner Khas Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The main issue addressed in this study is the suboptimal use of digital promotion by culinary MSMEs (Micro, Small, and Medium Enterprises) in Serang City, which limits their market reach and product competitiveness. In the rapidly evolving digital era, most business actors still rely on conventional marketing methods, while digital potentials such as social media promotion, halal labeling, and Electronic Word of Mouth (e-WOM) have not been fully utilized. This study aims to analyze the influence of social media promotion, halal labels, and e-WOM on consumers' purchase intention toward traditional culinary products in Serang City. The results show that social media promotion and halal labeling have a positive and significant effect on purchase intention, while e-WOM does not show a significant partial influence. However, simultaneously, the three variables have a significant effect on purchase intention, with a contribution of 74.2% as indicated by the coefficient of determination. The conclusion of this research is that digital marketing strategies—particularly social media promotion and the use of halal labels—are crucial in increasing consumer purchase intention toward local culinary MSMEs in Serang City. Greater efforts to enhance e-WOM practices are necessary to realize its potential impact on business growth.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Permasalahan utama yang diangkat dalam penelitian ini adalah rendahnya optimalisasi promosi digital oleh pelaku UMKM kuliner khas Kota Serang, yang menyebabkan keterbatasan jangkauan pasar dan daya saing produk. Dalam era digital yang semakin berkembang, sebagian besar pelaku usaha masih mengandalkan metode pemasaran konvensional, sementara potensi digital seperti promosi media sosial, label halal, dan Electronic Word of Mouth (e-WOM) belum dimanfaatkan secara maksimal. Penelitian ini bertujuan untuk menganalisis pengaruh promosi media sosial, label halal, dan e-WOM terhadap minat beli masyarakat terhadap produk kuliner khas Kota Serang. Hasil penelitian menunjukkan bahwa promosi media sosial dan label halal berpengaruh positif dan signifikan terhadap minat beli, sedangkan e-WOM tidak memberikan pengaruh signifikan secara parsial. Namun, secara simultan ketiga variabel tersebut berpengaruh signifikan terhadap minat beli dengan kontribusi sebesar 74,2% berdasarkan nilai koefisien determinasi. Kesimpulan dari penelitian ini adalah bahwa strategi pemasaran digital, khususnya promosi melalui media sosial dan pencantuman label halal, menjadi faktor penting yang dapat meningkatkan minat beli konsumen terhadap UMKM kuliner khas Kota Serang. Diperlukan peningkatan pemanfaatan e-WOM secara lebih aktif agar pengaruhnya juga dapat dirasakan secara nyata oleh pelaku usaha. | |||||||||
| Uncontrolled Keywords: | Social Media Promotion, Halal Certification Label , Electronic Word of Mouth, Purchase Intention Promosi Media Sosial, Label Halal, e-Wom, Minat Beli | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Sarjana Ekonomi Syariah |
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| Depositing User: | Mr Dian Alfajri | |||||||||
| Date Deposited: | 26 Aug 2025 03:52 | |||||||||
| Last Modified: | 26 Aug 2025 03:52 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/52675 |
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