Main Article Content
Abstract
The increasing awareness of halal products among consumers has significantly influenced purchasing decisions, especially in the food industry. This study aims to analyze the influence of halal product attributes and brand image on consumer purchase decisions in Makassar. Using a quantitative research approach, data were collected through surveys distributed to consumers who frequently purchase food products. The analysis was conducted using multiple regression techniques to determine the relationship between the variables.
The findings indicate that halal certification, product ingredients, and compliance with Islamic law significantly impact consumer trust and preferences. Additionally, brand image plays a crucial role in shaping consumer perceptions, influencing their likelihood of purchasing food products. The study highlights that consumers in Makassar prioritize halal aspects in their purchasing decisions, alongside brand reputation and product quality.
These results provide valuable insights for food businesses to enhance their marketing strategies by emphasizing halal certification and strengthening their brand image. Future research could explore additional factors such as pricing and consumer loyalty to gain a more comprehensive understanding of purchasing behavior..
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References
- Amalia Farista Devi, H., & Surianto, M. A. (2024). Pengaruh Kualitas Pelayanan, Kualitas Produk dan Promosi Terhadap Kepuasan Pelanggan di Pit-Stop Kopi Pondok Permata Suci (PPS). Journal of Economics and Business UBS, 13(1), 46–57. https://doi.org/10.52644/joeb.v13i1.1273
- Apriliana, A., & Sukaris, S. (2022). Analisa Kualitas Layanan Pada Cv. Singoyudho Nusantara. Jurnal Maneksi, 11(2), 498–504. https://doi.org/10.31959/jm.v11i2.1246
- Daga, R., & Indriakati, A. J. (2022). Religiosity, Social and Psychological Factors on Purchase Decisions and Consumer Loyalty. Jurnal Manajemen, 26(3), 1–15.
- Aprilla, I. W., & Amalia, S. (2019). Peran Kualitas Pelayanan Terhadap Loyalitas Pelanggan Jasa Transportasi Online. Jurnal Riset Bisnis Dan Investasi, 5(1), 1. https://doi.org/10.35697/jrbi.v5i1.1611
- Gultom, D. K., Arif, M., & Muhammad Fahmi. (2020). Determinasi Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Melalui Kepercayaan. Determinasi Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Melalui Kepercayaan, 3(2), 273–282.
- Mardikawati, W., & Farida, N. (2013). LOYALITAS PELANGGAN, MELALUI KEPUASAN PELANGGAN PADA PELANGGAN BUS EFISIENSI ( Studi PO Efisiensi Jurusan Yogyakarta-Cilacap ). Jurnal Administrasi Bisnis, 2(1), 64–75.
- Maulyan, F. F., Yuniati Drajat, D., Angliawati, R. Y., & Sandini, D. (2022). Pengaruh Service Excellent Terhadap Citra Perusahaan Dan Loyalitas Pelanggan: Theoretical Review. Jurnal Sains Manajemen, 4(1), 8–17. https://doi.org/10.51977/jsm.v4i1.660
- Nurhikmat, A. (2023). Determinasi Kepuasan Pelanggan dan Loyalitas Pelanggan Dengan Harga dan Kualitas Produk : Literature Review. KarismaPro, 13(2), 75–86. https://doi.org/10.53675/karismapro.v13i2.1050
- Sukmawati, A., & Suryani, T. (2020). The Role of Brand Image Mediating the Effect of Product Quality on Repurchase Intention. Russian Journal of Agricultural and Socio-Economic Sciences, 11(107), 172–179.
References
Amalia Farista Devi, H., & Surianto, M. A. (2024). Pengaruh Kualitas Pelayanan, Kualitas Produk dan Promosi Terhadap Kepuasan Pelanggan di Pit-Stop Kopi Pondok Permata Suci (PPS). Journal of Economics and Business UBS, 13(1), 46–57. https://doi.org/10.52644/joeb.v13i1.1273
Apriliana, A., & Sukaris, S. (2022). Analisa Kualitas Layanan Pada Cv. Singoyudho Nusantara. Jurnal Maneksi, 11(2), 498–504. https://doi.org/10.31959/jm.v11i2.1246
Daga, R., & Indriakati, A. J. (2022). Religiosity, Social and Psychological Factors on Purchase Decisions and Consumer Loyalty. Jurnal Manajemen, 26(3), 1–15.
Aprilla, I. W., & Amalia, S. (2019). Peran Kualitas Pelayanan Terhadap Loyalitas Pelanggan Jasa Transportasi Online. Jurnal Riset Bisnis Dan Investasi, 5(1), 1. https://doi.org/10.35697/jrbi.v5i1.1611
Gultom, D. K., Arif, M., & Muhammad Fahmi. (2020). Determinasi Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Melalui Kepercayaan. Determinasi Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Melalui Kepercayaan, 3(2), 273–282.
Mardikawati, W., & Farida, N. (2013). LOYALITAS PELANGGAN, MELALUI KEPUASAN PELANGGAN PADA PELANGGAN BUS EFISIENSI ( Studi PO Efisiensi Jurusan Yogyakarta-Cilacap ). Jurnal Administrasi Bisnis, 2(1), 64–75.
Maulyan, F. F., Yuniati Drajat, D., Angliawati, R. Y., & Sandini, D. (2022). Pengaruh Service Excellent Terhadap Citra Perusahaan Dan Loyalitas Pelanggan: Theoretical Review. Jurnal Sains Manajemen, 4(1), 8–17. https://doi.org/10.51977/jsm.v4i1.660
Nurhikmat, A. (2023). Determinasi Kepuasan Pelanggan dan Loyalitas Pelanggan Dengan Harga dan Kualitas Produk : Literature Review. KarismaPro, 13(2), 75–86. https://doi.org/10.53675/karismapro.v13i2.1050
Sukmawati, A., & Suryani, T. (2020). The Role of Brand Image Mediating the Effect of Product Quality on Repurchase Intention. Russian Journal of Agricultural and Socio-Economic Sciences, 11(107), 172–179.