The Influence of Halal Labels and Digital Marketing Strategies on Purchasing Decision on Colis Sakura Collagen Products

Abstract

This study aims to examine the impact of halal labeling and digital marketing strategies on purchasing decisions in buying Colis Sakura Collagen products in the Medan Belawan area. This study implements a correlational approach and applies purposive sampling technique, one of the methods in non-probability sampling. Based on estimates using the Slovin formula, the required sample value is 1756 respondents with a margin of error of 10%, so the sample taken in this study was 95 respondents. Data analysis was conducted through multiple linear regression. The achievement of the study states whether the halal label and digital marketing strategy have a positive and significant effect on purchasing decisions for Colis Sakura collagen products. The Corrected R-squared value of 0.781 indicates that 78.1% of the variation in the dependent element can be explained by the independent element, while the remaining 21.9% is due to other aspects not examined during this study.