Pengaruh Faktor Kesadaran Halal, Harga, Pelayanan dan Religiusitas Terhadap Keputusan Pembelian Orichick di Kota Semarang
DOI:
https://doi.org/10.30868/ad.v5i02.1316Keywords:
Consumer Behavior, Kesadaran halal, Price Impression, Service Quality, ic Religiosity, and Purchase DecisionsAbstract
Indonesia is one of the potential countries in terms of the Muslim consumer market, this is evidenced by the high Muslim population that reaches 209.12 million or around 87% of the total population. The influence of kesadaran halal in society is still considered less than optimal. The culinary business continues to increase, but in fact the halal certification that guarantees the halal haram of a product is still minimal, plus the increasing buying interest of consumers in Semarang City for ready-to-serve products (franchises) which are generally still controlled by foreign parties.This research is a form of quantitative method that is distributed through a questionnaire. The population in this study were Muslim student consumers who had bought and eaten OriChick products in the city of Semarang. The total sample was 100 respondents with a purposive sampling approach. This study uses multiple linear regression analysis techniques where the data is processed using SPSS Statistics 23. The results of the analysis show that the impression of price and ic religiosity has a positive and significant effect on purchasing decisions. Meanwhile, kesadaran halal and service quality variables do not have a significant effect on purchasing decisions. Simultaneously the results of kesadaran halal, price impressions, service quality and ic religiosity have a simultaneous effect on purchasing decisions. The result of the R square value test of 0.346 shows that 34% of purchasing decisions can be explained by independent variables and the remaining 66% is explained by other factors outside the research.
References
Aisyah, M. (2012). Pengaruh Labelisasi Halal Terhadap Keputusan Pembelian Produk Mi Instan. Jakarta: The Faculty of Economics and Business UIN Syarif Hidayatullah Jakarta, 171, 1–21.
Aryani, D., & Rosinta, F. (2010). Pengaruh Kualitas Layanan terhadap Kepuasan Pelanggan dalam Membentuk Loyalitas Pelanggan. Jurnal Ilmu Administrasi Dan Organisasi, 17(2), 114–126.
Aziz, Y. A., & Chok, N. V. (2013). The Role of Halal Awareness, Halal Certification, and Marketing Components in Determining Halal Purchase Intention Among Non-Muslims in Malaysia: A Structural Equation Modeling Approach. Journal of International Food and Agribusiness Marketing, 25(1), 1–23. https://doi.org/10.1080/08974438.2013.723997
Badan Pusat Statistik Kota Semarang. (2019). Statistik Kesejahteraan Rakyat Kota Semarang Tahun 2019. Badan Pusat Statistik Kota Semarang.
Ghozali, I. (2013). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 21. Badan Penerbit Universitas Diponegoro.
Khoerunnisa, T., Sunaryo, & Puspaningrum, A. (2016). Pengaruh Kepercayaan Agama, Logo Halal, Pemaparan, dan Alasan Kesehatan terhadap Kesadaran Merek dan Keputusan Pembelian Makanan Halal pada Penduduk Kota Malang. Ekonomi Bisnis, 21(1), 36–45.
Kirana, D. windikusuma. (2015). Sikap Masyarakat Muslim Terhadap Produk Makanan Non-Halal Di Kota Semarang. Diponegoro Journal of Management, 4, 1–12.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran. Erlangga.
Muhammad, N. (2012). Pengaruh Tingkat Religiusitas dan Brand Liking Terhadap Pengambilan Keputusan Pembelian Produk Makanan Halal Sertifikat MUI Dengan Sikap Terhadap Merek Sebagai Variabel Intervening (Studi Pada Konsumen Kebab Turki Baba Rafi di Malang). Jurnal Ilmiah Mahasiswa FEB Universitas Brawijaya, 02(3), 1689–1699. https://doi.org/10.1017/CBO9781107415324.004
Nurhasanah Saniatun, Munandar M Jono, S. M. (2018). Faktor-Faktor yang Mempengaruhi Minat Beli Produk Makanan Olahan Halal pada Konsumen. Jurnal Manajemen Dan Organisasi.
Nurhayati, T., & Hendar, H. (2019). Personal intrinsic religiosity and product knowledge on halal product purchase intention: Role of halal product awareness. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-11-2018-0220
Sarini, K. (2013). Harga, Kualitas Produk Dan Kualitas Pelayanan Pengaruhnya Terhadap Keputusan Pembelian Mobil Toyota Avanza. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 1, 1251–1259. https://doi.org/10.1002/pola.21914
Subianto, T. (2007). Studi Tentang Perilaku Konsumen Beserta Implikasinya Terhadap Keputusan Pembelian. Jurnal Ekonomi Modernisasi, 165–182.
Waharini, F. M., & Purwantini, A. H. (2018). Model Pengembangan Industri Halal Food di Indonesia. Muqtasid: Jurnal Ekonomi Dan Perbankan Syariah, 9(1), 1. https://doi.org/10.18326/muqtasid.v9i1.1-13
Zeithaml, V. A. (1988). Consumer Perceptions of Price , Quality , and Value : A Means-End. 52(July), 2–22.
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
