Halal Awareness, Brand Image, and Low Price Strategies on Purchasing Decisions for Food and Beverage Products
Abstract
This study aims to determine the influence of halal awareness, brand image, and low price strategy on purchasing decisions for food and beverage products among Muslim communities in Indonesia. This research is quantitative research using a survey method for Mixue customers in West Java.Data processing uses SEM (Structural Equation Model). Data was distributed to 100 rerespondents in West Java. The results of this study conclude that the variables of Halal Awareness and Low Price Strategy have an effect on the Brand Image of Mixue products. The variables of Halal Awareness and Low Price Strategy have an effect on the purchasing decision of Mixue products. This means that the Brand Image variable can affect Halal Awareness and Low Price Strategy on the purchasing decision of Mixue products.
Keywords
Full Text:
PDFReferences
Adinugraha, H. H., Nasution, I. F. A., Faisal, F., Daulay, M., Harahap, I., Wildan, T., Takhim, M, Riyadi, A., Purwanto, A., 2021. Halal Tourism in Indonesia: An Indonesian Council of Ulama National Sharia Board Fatwa Perspective. The Journal of Asian Finance, Economics and Business, 8(3), 665-673.
Aziz, Y. A., Vui, C. N., 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.
Abdillah, W., Hartono, J., 2015. Partial Least Square (PLS). Andi. Yogyakarta.
Alma, B., Priansa, D. J., 2014. Manajemen Bisnis Syariah: Menanamkan Nilai dan Praktik Syariah dalam Bisnis Kontemporer. Bandung: Alfabeta, 130.
Batu, A., Regenstein, J. M., 2014. Halal Food Certification Challenges and Their Implications for Muslim Societies Worldwide. Electronic Turkish Studies, 9(11).
Gillani, S., Ijaz, F., Khan, M. M. S., 2016. Role of islamic financial institutions in promotion of Pakistan halal food industry. Islamic Banking and Finance Review, 3(1), 29-49.
Katuk, N., Ku-Mahamud, K. R., Kayat, K., Abdul Hamid, M. N., Zakaria, N. H., Purbasari, A., 2021. Halal certification for tourism marketing: the attributes and attitudes of food operators in Indonesia. Journal of Islamic Marketing, 12(5), 1043-1062.
Kotler, P., Keller, K. 2009, Marketing Management. Global Edition, Pearson Education Inc., Upper Saddle River.
Reuters, T., & Standard, D. (2018). State of the global Islamic economy report 2018/19. Dubai International Financial Centre, 112.
Salindal, N. A., 2019. Halal certification compliance and its effects on companies’ innovative and market performance. Journal of Islamic Marketing, 10(2), 589-605.
Salma, F. S., Ratnasari, R. T., 2015. Pengaruh Kualitas Jasa Perspektif Islam Terhadap Kepuasan dan Loyalitas Pelanggan Hotel Grand Kalimas di Surabaya1. Jurnal Ekonomi Syariah Teori & Terapan, 2(4), 322-339.
Sugiyono, D., 2013. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif dan R&D.
Shah, S., Ahmed, A., Ahmad, N., 2013. Role of packaging in consumer buying behavior. International Review of Basic and Applied Sciences, 1(2), 35-41.
Sitinjak, T., 2005. Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Jakarta : PT. Gramedia Pustaka Utam
Solomon, M.R. 2007. Consumer Behavior: Buying, Having, and Being. Pearson Prentice Hall, Upper Saddle River, NJ.
DOI: http://dx.doi.org/10.33087/ekonomis.v9i1.2010
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Ekonomis: Journal of Economics and Business Published by Lembaga Penelitian dan Pengabdian kepada Masyarakat |
