DOI: https://doi.org/10.14710/halal.v5i1.13776

Halal Marketing Elements as Determinants of Consumer Product Purchase Decisions

*Heryanto Heryanto orcid  -  UIN Imam Bonjol Padang, Indonesia, Indonesia
Firdaus Firdaus  -  UIN Imam Bonjol Padang, Indonesia, Indonesia
Syafrizal Syafrizal  -  Universitas Andalas, Indonesia, Indonesia
Open Access Copyright (c) 2022 Indonesia Journal of Halal under http://creativecommons.org/licenses/by-sa/4.0.

Citation Format:
Abstract

This research aimed to analyze the effect of halal marketing elements on consumer choice using positivist paradigm and quantitative methods. The population consisted of 398561 residents working in Padang City, following the August 2019 National Labor Force Survey. The Slovin's formula was used to obtain a sample size of 400 respondents. Moreover, purposive sampling technique was used to obtain data, which was then analyzed using path analysis. The main focus was on the elements of halal marketing that contribute to consumer product purchase decisions. The results showed that consumer option is determined by the core elements of halal marketing, including halal positioning, differentiation, and branding. Furthermore, halal positioning and differentiation significantly affect branding and consumer choice. Halal consumer choice is affected by positioning and differentiation through branding. Halal positioning affects the implementation of high and low halal branding by 52%. Halal differentiation affects the high and low halal branding by 21%. Halal consumer choice is affected by positioning, differentiation, and branding at 28%, 35%, and 30%, respectively. These results indicated a low indirect effect of branding. Implementing high and low halal consumer choice is affected by positioning and differentiation through branding at 18% and 7%, respectively.

Fulltext View|Download
Keywords: Halal, Marketing, Purchase Decision

Article Metrics:

Article Info
Section: Research Articles
Language : EN
Recent articles
Perkembangan Industri Wisata Halal Indonesia dan Dunia Halal Marketing Elements as Determinants of Consumer Product Purchase Decisions Sertifikasi Halal Dan Pendampingan Plemtasi Sistem Jaminan Halal Pada Ukm Yebishu Snack More recent articles
  1. Abusulayman, A.A. (1998). The theory of the economics of Islam. Journal of Islamic Economics, 6(1), 79-122
  2. Agus, Tri dan Wiwaha, Arjuna (Maret 2019). Pengaruh Diferensiasi Produk dan Bauran Promosi terhadap Keputusan Pembelian pada Konsumen GoodTea di Gajah Mada Plaza. Jurnal Ilmiah WIDYA Ekonomika 2 (1), 26-32
  3. Arham, M. (2010). Islamic Perspectives on Marketing. Journal of Islamic Marketing, 1(2), 149-164
  4. Aprileny, Imelda dan Andriani, Rosita (2018). Pengaruh Harga, Diferensiasi Produk dan Lokasi terhadap Keputusan Pembelian di Giant Ekstra Ujung Menteng Bekasi. Jurnal STEI Ekonomi Vol.27 (2), 38-56
  5. Bungin, Burhan. 2010. Metode Penelitian Kualitatif. Rajawali Pers. Jakarta
  6. Badawi, Jamal A. (2002). Islamic Worldview: Prime Motive for Development. Humanomics, 18(3), 3-25
  7. Bulan, Tengku Putri Lindung (Mei 2016). Pengaruh Labelisasi Halal terhadap Keputusan Pembelian Sosis di Kuala Simpang Kabupaten Aceh Tamiang. Jurnal Manajemen dan Keuangan Vol 5 (1), 430-439
  8. Dirjen Bimas Islam Kemenag RI, Persentase Produk Yang Beredar Dan Produk Bersertifikat Halal, diakses Kamis, 19 April 2019, http://simbi.kemenag.go.id/halal/assets/ collections/newsletter/files/55642c827e6ac.pdf
  9. Ghozali, Imam (2013). Aplikasi Analisis Multivariate dengan Program SPSS 19. Edisi Kelima. Badan Penerbit Universitas Diponegoro
  10. Gujarati, Damodar N (2004). Basic Econometrics, Fourth Edition. New York: McGraw−Hill
  11. Kartajaya, Hermawan, Yuswohady, Mussry, Jacky dan Taufik (2005). Positioning, Diferensiasi, dan Brand. Jakarta: PT Gramedia Pustaka Utama
  12. Lukihardianti, Arie, (2017). “Industri Makanan Bersertifikat Halal Masih Minim di Jabar.” Republika, 21 September 2017, http://nasional.republika.co.id/berita/ nasional/daerah/17/09/21/owlws1384-industri-makanan-bersertifikat-halalmasih-minim-di-jabar
  13. Lestari, Nurlaela Eva Puji (2017). Pengaruh Strategi Segmenting, Targeting dan Positioning Terhadap Keputusan Pembelian Produk Hijab Merek Zoya Pada Mahasiswa Pasca Sarjana Universitas BSI serta Dampaknya Terhadap Brand Loyalty. Simposium Nasional Ilmu Pengetahuan dan Teknologi (SIMNASIPTEK). https://seminar.bsi.ac.id/simnasiptek/index.php/simnasiptek-2017/article/viewFile/158/158
  14. Loehlin, John C (2004). Latent Variable Models: An Introduction to Factor, Path, and Structural Equation Analysis Fourth Edition. New Jersey: Lawrence Erlabum Associates
  15. Loehlin, John C & Beaujean, A. Alexander (2017). Latent Variable Models: An Introduction to Factor, Path, and Structural Equation Analysis Fifth Edition. New York: Routledge
  16. Li , Ching Chun (1986). Path Analysis -a primer. U.S.A.: The Boxwood Press
  17. Kuniaputri, Mega Rachma dan Usman, Hardius (2020). Brand Equity dan Labelisasi Halal dalam Pengaruhnya terhadap Minat Beli Produk Lifebuoy. Jurnal Ilmiah Ekonomi Islam, 6 (03), 450 -458
  18. Mutiara dan Wibowo, Imam (2020). Pengaruh Kepercayaan, Keamanan dan Kualitas Produk terhadap Keputusan Pembelian. Jurnal Manajemen Bisnis Krisnadwipayana Vol 8 (2), 10-20
  19. Rakhmawati, Frety (2016). Pengaruh Labelisasi, Kualitas Pelayanan dan Gaya Hidup terhadap Keputusan Pembelian Hoka-Hoka Bento di Mall Malioboro Yogyakarta [bachelor essay, Universitas Muhammadiyah Purworejo]
  20. Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung. Alfabeta
  21. Suparman, Luki Rugandi, Mulyaningsih, Hendrati Dwi dan Harahap, Dedy Anshari. 2021. Pengaruh Electronic Word of Mouth dan Diferensiasi Produk terhadap Keputusan Pembelian Konsumen. Prosiding Manajemen, Bandung Februari 2021. Hal. 244-248
  22. Syahrul (Juli 2012). Marketing dalam Perspektif Hukum Islam. Jurnal Hukum Diktum Vol 10 (2), 185-196
  23. Paujiah, Rika, Kosim, Ahmad Mulyadi & Gustiawati, Syarifah (2020). Pengaruh Bauran Pemasaran Syariah dan Label Halal terhadap Keputusan Pembelian. Journal of Islamic Economics and Banking 1(2), 144-163. https://10.31000/almaal.v1i2.1847
  24. Prasetya, Ermawan Galih, Yulianto, Edy dan Sunarti (September 2018). Pengaruh Brand Image terhadap Keputusan Pembelian (Survei Pada mahasiswa Fakultas Ilmu Administrasi Bisnis Progam Studi Administrasi Bisnis angkatan 2014 konsumen Air Mineral Aqua ). Jurnal Administrasi Bisnis62 (2), 214-221
  25. Prastiwi, Yuanita Nur (2018). Pengaruh Label Halal Dan Citra Merek Terhadap Perilaku Pembelian Kosmetik Sariayu Dengan Religiusitas Sebagai Variabel Moderating [bachelor essay, Universitas Islam Indonesia] https://dspace.uii.ac.id/bitstream/handle/123456789/8429/skripsi-14423110.pdf?sequence=1&isAllowed=y
  26. Wilson, J. (2012). The New Wave of Transformational Islamic Marketing: Reflections and Definitions. Journal of Islamic Marketing, 3(1), 5-11
  27. Wijaya, Hari dan Sirine, Hani (September 2016). Strategi Segmenting, Targeting, Positioning serta Strategi Harga pada Perusahaan Kecap Blekok di Cilacap. Asian Journal of Innovation and Entrepreneurship Vol. 1 (3), 175-190
  28. Yesi, Lindra (2017). Pengaruh Daya Tarik Iklan, Citra Merek, Kemasan Produk, Label Halal dan Harga terhadap Keputusan Pembelian Mie Instan Indomie pada Mahasiswa Fakultas Ekonomi dan Bisnis Islam UIN Raden Fatah Palembang [bachelor essay, UIN Raden Fatah Palembang]. http://eprints.radenfatah.ac.id/3511/1/LINDRA%20YESI%20%2813190139%29.pdf

Last update:

No citation recorded.

Last update:

No citation recorded.