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All Journal Jurnal Ilmiah Manajemen dan Bisnis (JIMB)
Nabila Khairunnisa
Universitas Mercu Buana
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Other

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The Influence of Product Quality, Halal Labels, and Social Media Marketing on Purchasing Decision of Somethinc Products Study on Generation Z Consumers Nabila Khairunnisa; Andyan Pradipta Utama
Jurnal Ilmiah Manajemen dan Bisnis Vol. 12 No. 1 (2026): Jurnal Ilmiah Manajemen dan Bisnis
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jimb.v12i1.34661

Abstract

This study aims to test and analyze the effect of product quality, halal labels and social media marketing on purchasing decisions of Somethinc products in Generation Z consumers. Sampling in this study used the Purposive Sampling Technique with a sample size of 180 respondents. This study is a quantitative study with a data collection method through a Google Form questionnaire, and analyzed using the Structural Equation Modeling (SEM) method using SmartPLS 3.0. The results showed that product quality had a positive and significant effect on purchasing decisions, halal labels had a positive but not significant effect on purchasing decisions, social media marketing had a positive and significant effect on purchasing decisions.
Co-Authors Andyan Pradipta Utama