PENGARUH LABELISASI HALAL, HALAL AWARENESS, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK HOTWAYS CHICKEN PADA KONSUMEN MUSLIM DI SIDOARJO

Abstract

Abstrak

Keputusan konsumen dalam membeli produk halal semakin menjadi aspek penting, khususnya di Indonesia yang mayoritas penduduknya beragama Islam. Penelitian ini bertujuan untuk mengevaluasi pengaruh labelisasi halal, halal awareness, dan brand image terhadap keputusan pembelian produk Hotways Chicken pada konsumen Muslim di Sidoarjo. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui penyebaran kuesioner kepada 101 responden yang dipilih berdasarkan kriteria tertentu menggunakan metode purposive sampling. Temuan penelitian menunjukkan bahwa secara parsial, labelisasi halal, halal awareness, dan brand image masing-masing memiliki pengaruh signifikan terhadap keputusan pembelian. Selain itu, hasil uji F mengindikasikan bahwa ketiga variabel tersebut secara bersama-sama berpengaruh terhadap keputusan pembelian. Dengan demikian, penelitian ini menegaskan bahwa labelisasi halal, halal awareness, dan brand image terhadap keputusan pembelian produk hotways chicken pada konsumen muslim di Sidoarjo.

Kata Kunci: Labelisasi Halal, Halal Awareness, Brand Image, Keputusan Pembelian.

Abstract

Consumer decisions in purchasing halal products are increasingly becoming an important aspect, especially in Indonesia, where the majority of the population is Muslim. This research aims to evaluate the influence of halal labeling, halal awareness and brand image on purchasing decisions for Hotways Chicken products among Muslim consumers in Sidoarjo. This research uses a quantitative approach with data collection techniques by distributing questionnaires to 101 respondents who were selected based on certain criteria using the purposive sampling method. Research findings show that partially, halal labeling, halal awareness and brand image each have a significant influence on purchasing decisions. Apart from that, the results of the simultaneous test (F test) indicate that these three variables jointly influence purchasing decisions. Thus, this research confirms that halal labeling, level of halal awareness, and perception of the brand are crucial factors in influencing Muslim consumers' decisions in choosing halal products.

Keywords: Halal Labeling, Halal Awareness, Brand Image, Purchasing Decisions