Pengaruh Digital Marketing, Kualitas Produk dan Label Halal terhadap Kepuasan konsumen Di Kabupaten Brebes ( Studi Kasus Toko Telor Asin Yess Brebes, Jawa Tengah).

Ma’rufah, Nahdiatul (2025) Pengaruh Digital Marketing, Kualitas Produk dan Label Halal terhadap Kepuasan konsumen Di Kabupaten Brebes ( Studi Kasus Toko Telor Asin Yess Brebes, Jawa Tengah). Undergraduate Thesis thesis, UIN K.H. Abdurrahman Wahid Pekalongan.

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Abstract

Sejak pandemi Covid 19 terjadi, UMKM di indonsia mengalami penurunan penjualan, begitu juga Telor asin di Brebes. Untuk mengatasi penurunan tersebut, UMKM terus berupaya mempengaruhi keputusan pembelian pada konsumen, yaitu melalui digital marketing, label halal, dan kualitas produk. Penelitian ini bertujuan untuk menguji pengaruh Digital marketing, Kualitas produk dan Label halal terhadap Kepuasan konsumen di Toko Telor Asin Yess Brebes. Penelitian ini menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah Konsumen di Toko Telor Asin Yess, dengan 55 responden yang menggunakan teknik Snowball sampling. Terdapat variabel bebasnya yaitu Variabel Digital marketing, kualitas produk, label halal, variabel terikatnya yaitu kepuasan Konsumen. Dengan menggunakan uji instrumen, uji asumsi klasik, uji hipotesis dengan bantuan SPSS 26. Hasil penelitian ini menunjukkan bahwa digital marekting tidak berpengaruh terhadap kepuasan konsumen, kualitas produk berpengaruh positif terhadap kepuasan konsumen, label halal berpengaruh positif terhadap kepuasan konsumen. Kata kunci: Digital Marketing, Kualitas Produk, Label Halal ABSTRACT NAHDIATUL MA'RUFAH. The Influence of Digital Marketing, Product Quality, and Halal Labels on Consumer Satisfaction in Brebes Regency (Case Study of Yess Salted Egg Shop, Brebes, Central Java). Since the COVID-19 pandemic, MSMEs in Indonesia have experienced a decline in sales, including salted egg sales in Brebes. To address this decline, MSMEs continue to strive to influence consumer purchasing decisions through digital marketing, halal labels, and product quality. This study aims to examine the influence of digital marketing, product quality, and halal labels on consumer satisfaction at Yess Salted Egg Shop, Brebes. This study used a quantitative approach. The population was consumers at Yess Salted Egg Shop, with 55 respondents selected using a snowball sampling technique. The independent variables were digital marketing, product quality, and halal labels, and the dependent variable was consumer satisfaction. Using instrument testing, classical assumption testing, and hypothesis testing with SPSS 26. The results of this study indicate that digital marketing has no effect on consumer satisfaction, product quality has a positive effect on consumer satisfaction, and halal labeling has a positive effect on consumer satisfaction. Keywords: Digital Marketing, Product Quality, Halal Label.

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