THE EFFECT OF HALAL LABELS, BRAND IMAGE, AND PRICE ON PURCHASING DECISIONS FOR BANANA FLOUR PRODUCTS AN ISLAMIC ECONOMICS PERSPECTIVE

Abstract

This study aims to analyze the simultaneous and partial influence of halal label, brand image, and price on purchasing decisions of Primsana banana flour products by Muslim consumers in Yogyakarta. This descriptive quantitative study used 100 respondents determined using the Lemeshow formula for an infinite population. The sample was selected using a purposive sampling technique with the criteria of Muslim consumers aged 14-28 years who had purchased halal banana flour and were domiciled in the Yogyakarta area. Primary data were collected through an online questionnaire distributed in November-December 2025 and analyzed using multiple linear regression with SPSS 26 software to test the hypothesis of the influence of independent variables on purchasing decisions. The results showed that halal label, brand image, and price simultaneously had a significant positive effect on purchasing decisions. Partially, all three variables were also proven to have a significant effect with the halal label as the most dominant factor, followed by brand image, and price. The coefficient of determination R² of 0.585 indicates that 58.5% of the variation in purchasing decisions can be explained by the three independent variables, while 41.5% is influenced by other factors. These findings confirm that in the context of halal products like banana flour, halal assurance is a top priority for Yogyakarta Muslim consumers, reinforced by positive perceptions of brand image and competitive pricing. Official halal certification, strengthening brand image through digital promotions, and appropriate pricing strategies are strategic elements for local MSMEs to increase the competitiveness and market penetration of halal banana flour products.