Pengaruh Strategi Marketing Mix Syariah Terhadap Minat Pembelian Ulang Konsumen Di Umamiesosis Pemalang

Aqilah, Sayidatul (2026) Pengaruh Strategi Marketing Mix Syariah Terhadap Minat Pembelian Ulang Konsumen Di Umamiesosis Pemalang. Undergraduate Thesis thesis, UIN K.H. Abdurrahman Wahid Pekalongan.

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Abstract

Persaingan usaha kuliner yang semakin meningkat menuntut pelaku usaha menerapkan strategi pemasaran yang mampu mempertahankan konsumen dan mendorong minat pembelian ulang. Marketing mix syariah menjadi salah satu strategi yang mengintegrasikan unsur pemasaran dengan nilai-nilai Islam. Umamiesosis Pemalang telah menerapkan marketing mix dan nilai-nilai Islam dalam kegiatan usahanya. Namun masih terdapat perbedaan persepsi konsumen terhadap beberapa aspek pemasaran, sehingga penelitian ini dilakukan untuk melihat pengaruh marketing mix syariah terhadap minat pembelian ulang. Penelitian ini menggunakan pendekaran kuantitatif dengan jenis penelitian lapangan (field research). Teknik pengambilan sampel yang digunkan berupa metode purposive sampling, dengan jumlah sampel dalam penelitian sebanyak 100 respoden konsumen Umamiesosis Pemalang. Pengumpulan data diperoleh melalui penyebaran kuesioner yang dibagikan dengan memindai kode QR untuk mengaksesnya. Data yang terkumpul dianalisis dengan menggunakan uji regresi linear berganda dengan bantuan perangkat lunak SPSS versi 26. Hasil penelitian menunjukkan bahwa tidak semua elemen marketing mix syariah berpengaruh pada minat pembelian ulang konsumen. Berdasarkan hasil uji t menunjukkan variabel product, price, promotion, dan Physical Evidence memiliki nilai signifikansi < 0,05, yang berarti masing-masingberpengaruh secara parsial terhadap minat pembelian ulang. Sementara variabel place, people, process, promise, dan patinte tidak berpengaruh secara parsial terhadap minat pembelian ulang. Hasil uji F menunjukkan bahwa nilai Fhitung > Ftabel dengan signifikansi 0,000 < 0,05, yang berarti sembilan varibel marketing mix syariah memiliki pengaruh secara simultan terhadap minat pembelian ulang konsumen. Nilai dari Adjusted R Square menunjukkan 0,758 yang artinya 75,8% miant beli ulang kosnumen dapat dijelaskan oleh marketing mix syariah. Kata kunci: Marketing mix syariah, minat beli ulang, pemasaran syariah ABSTRACT SAYIDATUL AQILAH. The Impact of a Sharia Marketing Mix Strategy on Consumer Repeat Purchase Intentions at Umamiesosis Pemalang Increasing competition in the food and beverage sector requires business operators to implement marketing strategies capable of retaining customers and encouraging repeat purchases. The Sharia marketing mix is one such strategy that integrates marketing elements with Islamic values. Umamiesosis Pemalang has implemented this marketing mix and Islamic values in its business operations. However, there remain differences in consumer perceptions regarding certain aspects of marketing; consequently, this study was conducted to examine the impact of the Sharia marketing mix on repeat purchase intent. This study utilised a quantitative approach involving field research. The sampling technique employed was purposive sampling, with a sample size of 100 consumers of Umamiesosis Pemalang. Data collection was carried out by distributing questionnaires, which were accessed by scanning a QR code. The collected data were analysed using multiple linear regression with the aid of SPSS version 26 software. The research findings indicate that not all elements of the Sharia marketing mix influence consumers’ repurchase intention. Based on the results of the t-test, the variables of product, price, promotion and physical evidence have a significance level of < 0.05, which means that each has a partial influence on repurchase intention. Meanwhile, the variables of place, people, process, promise and patience do not have a partial influence on repurchase intention. The results of the F-test show that the calculated F-value is greater than the critical F-value, with a significance level of 0.000 < 0.05, which means that the nine variables of the Sharia marketing mix have a simultaneous influence on consumers’ repeat purchase intention. The value of the Adjusted R-Square is 0.758, meaning that 75.8 per cent of consumers’ repeat purchase intention can be explained by the Sharia marketing mix. Keywords: Sharia marketing mix, repurchase intention, Sharia marketing

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