The Influence of the Tagline “Shopping While Waqf”, Instagram Social Media, and Word Of Mouth (WOM) on Product Purchase at the Productive Waqf Development Center (P2WP) North Sumatera MUI

Abstract

     Product purchasing is a series of processes carried out by consumers who ultimately decide to buy a product, both goods and services. This research aims to determine and analyze the influence of the tagline "shopping while donating", social media Instagram, and word of mouth (WOM) on product purchases at the North Sumatra MUI Productive Waqf Development Center (P2WP). The method used in this research is quantitative descriptive. This research uses secondary data and primary data collected through questionnaires distributed to buyers at P2WP MUI North Sumatra with a population of 2914 people and a sample of 97 respondents. The results of the research analysis show that the Tagline "shopping while Waqf" has a positive and significant effect on product purchases with a significance value of 0.000 < 0.05 and t_count > t_table (3.774 > 1.985). Instagram Social Media has a positive and significant effect on product purchases with a significance value of 0.030 < 0.05 and t_count > t_table (2.203 > 1.985). Word Of Mouth (WOM) has a positive and significant effect on product purchases with a significance value of 0.002 < 0.05 and t_count > t_table (3.137 > 1.985). And when tested simultaneously, it shows that the Tagline "Shopping While Waqf", Instagram Social Media, and Word of Mouth (WOM) have a positive and significant effect on Product Purchases at P2WP MUI North Sumatra with a significance value of 0.000 < 0.05 and a value of f_count > f_table ( 49.432 > 2.70). The influence of the independent variable on product purchases is 60.2%. The remaining 39.8% is influenced by other variables not examined in this research.