<![CDATA[This research is to determine the effect of content marketing and halal certification on the decision to purchase Dubai chocolate. Quantitative research. The research uses a population of people who have purchased Dubai chocolate at least once. The sample used in the research is non-probability sampling and uses purposive sampling techniques. The primary data source was collected through an online questionnaire/Google form. Data analysis methods included validity testing, reliability testing, multicollinearity testing, coefficient of determination (R2), hypothesis testing, and path coefficient analysis. The results of the study show that content marketing and halal certification can explain 55.3% of purchasing decisions, while the remaining 44.7% is explained by other variables that were not studied. Based on the results of the study, it was found that (1) content marketing has a positive and significant effect on purchasing decisions and (2) halal certification has a positive and significant effect on purchasing decisions. Penelitian ini dilakukan untuk mengetahui pengaruh content marketing dan sertifikasi halal terhadap keputusan pembelian coklat dubai. Jenis penelitian kuantitatif. Penelitian menggunakan populasi dengan masyarakat yang pernah membeli coklat dubai minimal 1 kali pembelian. Sampel yang di pakai pada penelitian dengan metode non probability sampling dan menggunakan teknik purposive sampling. Sumber data primer dengan pengumpulan data dalam penelitian melalui kuesioner online / google form. Metode analisis data mencakup uji validitas, uji reliabilitas,uji multikolinieritas, koefisien determinan (R2), uji hipotesis dan analisis jalur (path coefecient). Hasil penelitian content marketing dan sertifikasi halal bisa menjelaskan keputusan pembelian sebesar 55,3%, sementara sisanya 44,7% dijelaskan oleh variabel lain yang tidak diteliti. Berdasarkan hasil penelitian diperoleh (1) content marketing bengaruh positif dan signifikan terhadap keputusan pembelian dan (2) sertifikasi halal bengaruh positif dan signifikan terhadap keputusan pembelian.]]>
