The Impact of Halal Label, Price, And Brand on the Purchase Decision of Bakso Wagyu in Kota Wisata Cibubur

Abstract

The objective of this research was to examine the impact of halal labels, prices, and brand on the purchase decision to buy Bakso Wagyu in Kota Wisata Cibubur. It used associative research, and data were collected through a field survey from the Bakso Wagyu outlet in Kota Wisata Cibubur. A set of questionnaires was distributed to 96 customers of Bakso Wagyu outlet in Kota Wisata Cibubur. Multiple regression analysis assessed the impact on purchase decisions of three key constructs of the halal label, price, and brand. The analysis method used correlation analysis, multiple regressions, and hypothesis testing. The results show three components, namely halal label, price, and brand, simultaneously have a significant influence on the purchase decision. However, the halal label was a variable. That are has the most dominant impact. This research indicates the results that halal labels are important for imported products that are consumed by Indonesian people who are mostly Muslim.

Antecedent Of Halal Food Purchasing Decision: A Theory Of Planned Behavior (TPB) Approach

“…Looking into the scenario of purchasing halal products, individuals might consider some relevant factors (for example food safety, cleanliness, certification, prices) and assess producers for their ability, before continuing to buy halal food products. The halal logo can offer some security or guarantee, has more value and is more important than ISO or similar certification for the perception of all customers (Genoveva & Utami, 2020;Kartika, 2020;Osman et al, 2019;Simbolon, 2019). The reliability of the product shows more quality than nonhalal products.…”

“…The focus of several previous studies only discusses the role of halal labels as an influence in purchasing halal food. Most of the halal labels are indicators of decisions, but do not explain in detail what aspects are behind individuals in making decisions (Genoveva & Utami, 2020;Kartika, 2020;Osman et al, 2019;Simbolon, 2019). While this research focuses on studying 14,1 the psychology of the general public, in making purchasing decisions.…”

Implikasi Teori Akuntansi Positif Dan Teori Keagenan Dalam Praktik Manajemen Laba

“…Produk berlabel halal dapat menambah nilai pada brand image produk tersebut (Lutfie et al, 2016;Anggadwita, Dini dan Veland, 2019). Selain itu, label halal bisa mempengaruhi keputusan pembelian (Ahidin et al, 2019;Anggadwita, Dini dan Veland, 2019;Maulidiyah et al, 2019;Simbolon, 2019). Kualitas produk juga bisa mempengaruhi brand image dan keputusan pembelian (Anggadwita, Dini dan Veland (2019), Kurnianto et al (2019) serta Putra dan Nurmahdi (2020).…”

“…Meningkatnya kesadaran masyarakat mengenai label halal berdampak pada keputusan mereka untuk membeli produk dan jasa (Anggadwita, Dini dan Veland, 2019). Maulidiyah et al (2019) dan Simbolon (2019) juga menyatakan bahwa label halal mempengaruhi keputusan pembelian konsumen.…”

Pengaruh Label Halal, Citra Merek Dan Label Harga Terhadap Keputusan Pembelian Susu Formula SGM

“…Konsumen ketika membeli makanan halal juga akan dipengaruhi oleh bagaimana pemahaman mereka tentang agama Islam yang mengarah pada kesadaran mereka untuk hanya mengkonsumsi makanan halal (Mahendra 2020). Label Halal penting untuk produk impor yang dikonsumsi oleh masyarakat Indonesia yang mayoritas beragama Islam (Simbolon 2019). Decision making by consumers to purchase a product begins with an awareness of the fulfillment of needs and desires (Purwanto et al, 2021).…”