Published date: May 17 2024

Journal Title: KnE Social Sciences

Issue title: 1st International Conference on Islamic Economics, Business Development and Studies (1st ICIEBDS)

Pages: 18–32

DOI: 10.18502/kss.v9i16.16230

Abdullah HadiUniversitas Sultan Ageng Tirtayasa

Dr. Moh. MukhsinUniversitas Sultan Ageng Tirtayasa

The goal is to find out the influence of halal labeling, product quality, and price on purchasing decisions on tteokbokki products. This study used literature studies and questionnaires with data collection techniques using a Likert scale. The population of this study were students of Sharia Economics, University of Sultan Ageng Tirtayasa. This type of research uses correlational research, which is a type of research with a problem characteristic in the form of a correlation relationship between two or more variables. As a result of data processing with SPSS Version 26, the r square value at the coefficient of determination of .374 or 37.4% of the variables of halal labeling, product quality, and price affect the variables of purchase good decisions. The regression equation obtained KP = -3.293+.721 LH- .076 KPr+.679+e. The calculated F value is 7.379 and the resulting Ftable is 2.86. Fcount>Ftable (7.379>2.86), which means that Ho4 was rejected and Ha4 was accepted. It can be seen that simultaneously the variables of halal labeling, product quality, and price have a positive effect on purchasing decisions. But partially, product quality does not affect purchasing decisions.

Keywords: halal labeling, product quality, price, purchase decision

[1] Hernama H, Handrijaningsih L. “PENGARUH LABELISASI HALAL, CITRA MERK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIE INSTAN IMPOR DI KALANGAN MAHASISWA,” UG Journal, vol. 15, no. 2, 2021.

[2] Risna R, Hamid RS, Salju S. Pengaruh Periklanan, Celebrity Endorser dan Label Halal Terhadap Keputusan Pembelian Konsumen Shampo Sunsilk Hijab pada Mahasiswa Universitas Muhammadiyah Palopo [ Jurnal Ekonomi dan Ekonomi Syariah]. Jesya. 2021;4(1):82–100.

[3] Bayu DK, Ningsih GM, Windiana L. Pengaruh labelisasi halal, merek dan harga terhadap keputusan pembelian minuman Chatime. Jurnal Sosial Ekonomi Pertanian. 2020;16(3):239–56.

[4] Gani A, Oroh AN. The effect of product quality, service quality and price on customer satisfaction at Loki Store. KnE Social Sciences; 2021. pp. 116–28.

[5] Ismunandar I, Muhajirin M, Haryanti I. Pengaruh Labelisasi Halal Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Umkm Di Kota Bima. Jurnal Inovasi Penelitian. 2021;2(1):161–6.

[6] Susanti E, Sari N, Amri K. Pengaruh Labelisasi Halal Terhadap Keputusan Pembelian Makanan Kemasan (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Islam). EKOBIS SYARIAH. 2021;2(1):44–50.

[7] Kumbara VB. Determinasi Nilai Pelanggan Dan Keputusan Pembelian: Analisis Kualitas Produk, Desain Produk Dan Endorse. Jurnal Ilmu Manajemen Terapan. 2021;2(5):604–30.

[8] Dewi NS, Prabowo RE. Performa Kualitas Produk, Persepsi Harga, Promosi, dan Gaya Hidup Dalam Mempengaruhi Proses Keputusan Pembelian Minuman Isotonik. Studi Konsumen Minuman Isotonik Di Kota Semarang; 2018.

[9] A. D. Ratnasari and H. Harti, “Pengaruh Kualitas Produk, Harga, Lokasi, Dan Kualitas Layanan Terhadap Keputusan Pembelian Di Djawi Lanbistro Coffee and Resto Surabaya,” Jurnal Pendidikan Tata Niaga (JPTN), vol. 3, no. 3, 2016.

[10] Sani SA, Batubara M, Silalahi PR, Syahputri RR, Liana V. Pengaruh promosi, kualitas produk dan harga terhadap keputusan pembelian konsumen pada produk scarlett whitening. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah. 2022;4(5):1327– 42.

[11] Lestari R, Digdowiseiso K, Safrina D. “Pengaruh Kualitas Produk, Persepsi Harga terhadap Tingkat Penjualan Melalui Digital Marketing UMKM Industri Makanan danMinuman di Kecamatan Pancoran Jakarta Selatan Saat Pandemi Covid-19,” Syntax Literate. Jurnal Ilmiah Indonesia. 2022;7(3):2947–65.

[12] Paramita A, Ali H, Dwikoco F. “Pengaruh Labelisasi Halal, Kualitas Produk, dan Minat Beli Terhadap Keputusan Pembelian (Literatute Review Manajemen Pemasaran),” Jurnal Manajemen Pendidikan dan Ilmu Sosial, vol. 3, no. 2, pp. 660–669, 2022.

[13] Hardani H, et al. Metode penelitian kualitatif & kuantitatif. Yogyakarta: Pustaka Ilmu; 2020.