Halal Label and Purchasing Decisions in Fast Food Restaurants
DOI:
https://doi.org/10.55583/invest.v5i1.810Keywords:
Halal Certificate, Consumer Purchasing Decisions, Fast Food RestaurantsAbstract
This research explores the impact of halal certification on consumer purchasing decisions in Pekanbaru City's fast-food restaurants, emphasizing the significance of halal principles in a predominantly Muslim population. Using an explanatory research design with 30 participants, the study employs primary and secondary data sources, ensuring validity and reliability through robust measurement methods. Analyzing the results through simple linear regression, the research finds a substantial influence of halal certification on purchasing decisions, supported by a calculated t-value of 5.437. This indicates that clear halal certification significantly influences consumer choices, aligning with existing research on the importance of halal certification in the fast-food industry. Implications extend to fast-food operators in Pekanbaru, emphasizing the strategic value of obtaining and displaying halal certification. Clear certification enhances consumer trust and loyalty, providing a competitive edge in a market where halal considerations increasingly shape purchasing decisions. While the study acknowledges its focus on ready-to-eat food and considers potential external factors, future research could explore broader product categories and additional variables for a more comprehensive understanding of consumer behavior in relation to halal certification.
References
Adnani, L., Hindarsah, I., & Kania, T. N. (2021). The Effect of Halal Labels of Packed Food Products on Purchase Decisions at A General Store in Cimincrang Sector Bandung. JEES: Journal of Economic Empowerment Strategy, 4(2), 1-16.
Aisya, S., Nurdin, N., & Pabontong, N. I. S. (2022, October). The Effect Of Halal Labels and Online review on Halal Cosmetic Purchasing Decision. In Proceeding of International Conference on Islamic and Interdisciplinary Studies (Vol. 1, pp. 40-45).
Ahidin, U., Juhaeri, K., & Nurfianti, N. (2019). Analysis of decisions for purchasing imported products in Mie Samyang through halal labels and prices (empirical study in Indomaret customers in the city of Bogor). International Journal of Innovative Science and Research Technology, 4(10), 647-655.
Afendi, A. (2020). The effect of halal certification, halal awareness and product knowledge on purchase decisions for halal fashion products. Journal of Digital Marketing and Halal Industry, 2(2), 145-154.
Anggadwita, G., Alamanda, D. T., & Ramadani, V. (2019). Halal label vs product quality in Halal cosmetic purchasing decisions. IKONOMIKA, 4(2), 227-242.
Djunaidi, M., Oktavia, C. B. A., Fitriadi, R., & Setiawan, E. (2021). Perception and Consumer Behavior of Halal Product Toward Purchase Decision in Indonesia. Jurnal Teknik Industri, 22(2), 171-184.
Febrilyantri, C. (2022). The Influence of Halal Knowledge and Labeling on Food Product Purchase Decisions. Invest Journal of Sharia & Economic Law, 2(2), 106-125.
Genoveva, G., & Utami, N. N. (2020). The influence of brand image, halal label, and halal awareness on customers purchasing decision of halal cosmetic. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(2), 355-365.
Hidayat, W. G. P. A. (2023). The Influence of Halal Label and Product Quality on the Purchasing Decision Process of Wardah Cosmetics by Using Brand Image as an Intervening Variable. International Journal of Islamic Thought and Humanities, 2(1), 139-155.
Heryanto, H., Firdaus, F., & Syafrizal, S. (2022). Halal marketing elements as determinants of consumer product purchase decisions. Indonesia Journal of Halal, 5(1), 81-86.
Hidayati, N., & Sunaryo, H. (2021). The role of halal label to increase the effect of attitude toward halal product on brand image and purchase intention. IJEBD (International Journal of Entrepreneurship and Business Development), 4(5), 744-752.
Iriani, S. S. (2019). The effect of religiosity on the purchasing decision of halal labeled food product. East African Scholars J Econ Bus Manag, 2(10), 621-628.
Mahendri, W., Darsono, J. T., & Firdiansjah, A. (2020). The Influence of Religiusity and Halal Label through Halal Awareness Purchase Decisions. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 3(3), 1739-1746.
Millatina, A. N., Hakimi, F., Budiantoro, R. A., & Arifandi, M. R. (2022). The impact of halal label in halal food buying decisions. Journal of Islamic Economic Laws, 5(1), 159-176.
Mukharromah, G. L., & Rahmatika, R. (2020). The Effect of Halal Labels on Purchasing Decisions for Wardah Cosmetics of Students Islamic Building School of Jagad'Alimussirry. Journal Intellectual Sufism Research (JISR), 3(1), 83-86.
Nugraha, W. S., Chen, D., & Yang, S. H. (2022). The effect of a Halal label and label size on purchasing intent for non-Muslim consumers. Journal of Retailing and Consumer Services, 65, 102873.
Oktaniar, F., Listyaningsih, E., & Purwanto, B. (2020). The Effect of Halal Labeling, Advertisement Creativity and Lifestyle on Purchase Decisions of Wardah Products (Case Study of Students of Universitas Malahayati). KnE Social Sciences, 692-700.
Saputri, A. D., & Guritno, A. (2021, December). The Effect of Product Quality, Brand Image, and Halal Labeling on Purchase Decisions with Purchase Intentions as Intervening Variables. In Annual International Conference on Islamic Economics and Business (AICIEB) (Vol. 1, pp. 359-374).
Ulfia, L., Maghfiroh, M., & Indrarini, R. (2022). Halal label and product quality: Case study Wardah cosmetic product purchase decision. Li Falah: Jurnal Studi Ekonomi dan Bisnis Islam, 6(2), 41-53.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Identiti Identiti, Rimet Rimet, Nanda Suryadi, Virna Museliza
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
