Pengaruh Label Halal, Harga, dan Citra Merek terhadap Keputusan Pembelian Konsumen pada Starbucks

Penulis

  • M. Fahrul Rozjiqin Universitas Negeri Surabaya
  • Ahmad Ajib Ridlwan Universitas Negeri Surabaya

https://doi.org/10.33476/jeba.v7i1.2419

Kata Kunci:

Halal Label, Price, Brand Image, Consumer Purchase Decision

Abstrak

The objective of this study was to identify the effect of halal labels, prices, and brand image on consumer purchasing decisions for Starbucks products to students in the city of Surabaya. The research method used is quantitative research with multiple linear regression analysis techniques. The sampling technique in this study used purposive sampling by distributing questionnaires according to predetermined respondent criteria. The results of the study stated that the halal label and brand image had a positive effect on consumer purchasing decisions. However, price has a negative effect on consumer purchasing decisions. These results indicate that students in the city of Surabaya make aspects of halal labels and brand image as determinants of consumer purchasing decisions in buying and consuming Starbucks products. While the price aspect is not part of the determinants of consumer purchasing decisions.

Referensi

Ajzen, I. (2005). The Theory of Planned Behavior, Organizational Behavior and. Human Decision Processes.

Albari. (2018). The Influence of Product Price on Consumers’ Purchasing Decisions. Integrative Business and Economics Research, 7(2), 328–337. http://buscompress.com/journal-home.html

Alfian, I., & Marpaung, M. (2017). Analisis Pengaruh Label Halal, Merk dan Harga terhadap Keputusan di Kota Medan. At-Tawassuth, 2(1), 122–145. http://dx.doi.org/10.30821/ajei.v2i1.777

Amstrong, G., & Kotler, P. (2008). Prinsip-Prinsip Pemasaran. Jakarta: Gelora Aksara Pratama.

Antari, R. M., Dunia, I. K., & Indrayani, L. (2014). Pengaruh Lokasi dan Harga terhadap Keputusan Berbelanja pada Mini Market Sastra Mas Tabanan. Jurnal Pendidikan Ekonomi Undiksha, 4(1), 1-11. https://doi.org/https://doi.org/10.23887/jjpe.v4i1.2243

Aspan, H., Sipayung, I. M., Muharrami, A. P., & Ritonga, H. M. (2017). The Effect of Halal Label, Halal Awarness, Product Price, and Brand Image to the Purchasing Decision on Cosmetic Products (Case Study on Consumers of Sari Ayu Martha Tilaar in Binjai City). International Journal of Global Sustainability, 1(1), 55. https://doi.org/10.5296/ijgs.v1i1.12017

Astuti, R., & Hakim, M. A. (2021). Pengaruh Label Halal dan Ketersediaan Produk Terhadap Keputusan Pembelian Konsumen pada 212 Mart di Kota Medan. Maneggio: Jurnal Ilmiah Magister, 4(1), 1–10. http://jurnal.umsu.ac.id/index.php/MANEGGIO/article/view/6719

Ateeq-ur-Rehman, & Shabbir, M. S. (2010). The relationship between religiosity and new product adoption. Journal of Islamic Marketing, 1(1), 63–69. https://doi.org/10.1108/17590831011026231

Azam, A. (2015). Investigation of psychological dimensions of trust on e-loyalty. Journal of Islamic Marketing, 6(2), 224–249. https://doi.org/10.1108/jima-12-2013-0083

Aziz, Y. A., & Chok, N. V. (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. https://doi.org/10.1080/08974438.2013.723997

Bayu, D. K., Ningsih, G. M., & Windiana, L. (2020). Pengaruh Labelisasi Halal, Merek Dan Harga Terhadap Keputusan Pembelian Minuman Chatime. Jurnal Sosial Ekonomi Pertanian, 16(3), 239–256. https://journal.unhas.ac.id/index.php/jsep/article/view/12403

Djaslim, S. (2011). Unsur–Unsur Inti Pemasaran dan Manajemen Pemasaran. Bandung: Linda Karya.

Fathurrahman, A., & Anggesti, M. (2021). Pengaruh Gaya Hidup, Label Halal dan Harga terhadap Keputusan Pembelian Kosmetik (Studi Kasus pada Produk Safi). JES (Jurnal Ekonomi Syariah), 6(2), 113. https://doi.org/10.30736/jesa.v6i2.125

Ferrinadewi, E. (2008). Merek & Psikologi Konsumen Implikasi pada Strategi Pemasaran. Surabaya: Graha Ilmu.

Foster, B. (2017). Impact of Brand Image on Purchasing Decision on Mineral Water Product “Amidis” (Case Study on Bintang Trading Company). American Research Journal of Humanities and Social Sciences, 2(1), 1–11. https://doi.org/10.21694/2378-7031.16023

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. https://doi.org/10.24912/jmieb.v4i2.8381

Globalreligiousfutures. (2020). Indonesian Religious Population. Globalreligiousfutures.Org. http://www.globalreligiousfutures.org/countries/indonesia#/?affiliations_religion_id=0&affiliations_year=2020&region_name=All Countries&restrictions_year=2016

Hamdan, H., Issa, Z. M., Abu, N., & Jusoff, K. (2013). Purchasing Decisions among Muslim Consumers of Processed Halal Food Products. Journal of Food Products Marketing, 19(1), 54–61. https://doi.org/10.1080/10454446.2013.724365

Haryono, N., & Octavia, R. (2020). Analisis Pengaruh Citra Merek dan Mutu Layanan terhadap Kepuasan Konsumen serta Dampaknya Terhadap Loyalitas Konsumen. Jurnal Industri Elektro Dan Penerbangan, 4(1), 20–27. http://jurnal.unnur.ac.id/index.php/indept/article/view/139

Haspramudilla, D. (2022). Siap Jadi Pusat Halal Dunia, Ini Strategi Indonesia. Kementerian Keuangan. https://mediakeuangan.kemenkeu.go.id/article/show/siap-jadi-pusat-halal-dunia-ini-strategi-indonesia

Ismaulina, & Maisyarah. (2020). Pengaruh Labelisasi-Halal, Citra Merek dan Harga terhadap Keputusan Pembelian Mie Instant Indomie (Studi Kasus Mahasiswa Febi Iain Lhokseumawe). Manajerial, 12(2), 185. http://ejournal.upi.edu/index.php/manajerial/

Katadata.co.id. (2018). 2021, Konsumsi Kopi Indonesia Diprediksi Mencapai 370 Ribu Ton. Kementerian Pertanian. https://databoks.katadata.co.id/datapublish/2018/07/31/2021-konsumsi-kopi-indonesia-diprediksi-mencapai-370-ribu-ton

Kominfo Jatim. (2020). Festival Kopi Ber-SNI, Cara Dewan Kopi Jatim Kenalkan Kopi ke Mancanegara. Kominfo.Jatimprov.Go.Id. https://kominfo.jatimprov.go.id/read/umum/festival-kopi-ber-sni-cara-dewan-kopi-jatim-kenalkan-kopi-ke-mancanegara

Kotler, P. (2000). Manajemen Pemasaran. Jakarta: Prenhalindo.

Kotler, P. (2004). Manajemen Pemasaran Jilid II Ed Milenium. Jakarta: Prenhalindo.

Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran (13th, Jilid ed.). Jakarta: Erlangga.

Kotler, P., & Keller, K. L. (2012). Marketing Management (14E). New Jersey: Pearson.

Kusnandar, V. B. (2021). Perekonomian Kota Surabaya Terbesar di Jawa Timur pada 2020. Katadata.Co.Id. https://databoks.katadata.co.id/datapublish/2021/10/22/perekonomian-kota-surabaya-terbesar-di-jawa-timur-pada-2020

Lada, S., Harvey Tanakinjal, G., & Amin, H. (2009). Predicting intention to choose halal products using theory of reasoned action. International Journal of Islamic and Middle Eastern Finance and Management, 2(1), 66–76. https://doi.org/10.1108/17538390910946276

Leonard, A., & Sutomo, M. (2018). Pengaruh Pengalaman Merek dan Citra Merek Terhadap Kepuasan Mahasiswa Fakultas Ekonomi Universitas Tadulako Menggunakan Beauty Balm (BB) Cream Wardah. Jurnal Ilmu Manajemen Universtitas Tadulako, 4(2), 185–190.

Maison, D., Marchlewska, M., Zein, R. A., Syarifah, D., & Purba, H. (2019). Religiously permissible consumption: The influence of the halal label on product perceptions depending on the centrality of religiosity. Journal of Islamic Marketing, 10(3), 948–960. https://doi.org/10.1108/JIMA-07-2018-0119

Melani, A. (2020). Data Surabaya: Penduduk Kota Pahlawan Tembus 3,1 Juta pada 2019. Liputan6.Com. https://surabaya.liputan6.com/read/4197865/data-surabaya-penduduk-kota-pahlawan-tembus-31-juta-pada-2019

Mirdhayati, I., H. Zain, W. N., Prianto, E., & Fauzi, M. (2020). Sosialisasi peranan sertifikat halal bagi masyarakat Kelurahan Kampung Baru, Kecamatan Senapelan, Kota Pekanbaru. Unri Conference Series: Community Engagement, 2, 117–122. https://doi.org/10.31258/unricsce.2.117-122

Monoarfa, H., Juliana, J., Setiawan, R., & Abu Karim, R. (2021). The influences of Islamic retail mix approach on purchase decisions. Journal of Islamic Marketing, 2011. https://doi.org/10.1108/JIMA-07-2020-0224

Muizzudin, & Kisti, S. A. (2020). Pengaruh sertifikasi halal, citra merek, dan harga terhadap keputusan pembelian minuman teh botol sosro. Journal of Islamic Economics, Business and Finance, 10(2), 137–151.

Muslimah, S. (2012). Label Halal pada Produk Pangan Kemasan dalam Perspektif Perlindungan Konsumen Muslim. Yustisia, 1(2), 86–97. https://doi.org/10.20961/yustisia.v1i2.10630

Nur’aeni. (2021). Pengaruh Label Halal, Citra Merek dan Harga terhadap Keputusan Pembelian Produk Kosmetik Wardah. Dimensi, 10(April), 240–254. https://doi.org/10.33373/dms.v10i2.2908

Putri, T., & Bulan, L. (2017). Pengaruh Label Halal dan Bonus dalam Kemasan terhadap Keputusan Pembelian pada Produk Kinder Joy pada Masyarakat Kota Langsa. Jurnal Manajemen Dan Keuangan, 6(2), 729–739. https://doi.org/10.33059/jmk.v6i2.679

Sada, H. J. (2017). Kebutuhan Dasar Manusia dalam Perspektif Pendidikan Islam. Al-Tadzkiyyah: Jurnal Pendidikan Islam, 8(2), 213. https://doi.org/10.24042/atjpi.v8i2.2126

Saeed, M., & Baig, A. K. (2013). Islamic Shari’ah-compliant marketing. International Journal of Social Entrepreneurship and Innovation, 2(2), 166–178. https://doi.org/10.1504/IJSEI.2013.054160

Sari, R. K., Soediro, A., & Rochman, F. (2018). The Truth Behind The Decision of Consumers in Buying Counterfeit Cosmetics Product: A Qualitative Phenomenological Research. JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 15(2), 25. https://doi.org/10.31106/jema.v15i2.954

Starbucks.co.id. (2020). Starbucks. https://www.starbucks.co.id/

Sukesti, F., & Budiman, M. (2014). The Influence Halal Label and Personal Religiousity on Purchase. International Journal of Business, Economics and Law, 4(1), 2012–2015. https://www.ijbel.com/previousissues/june-2014/vol-4-issue-1-june-2014-business/

Suratmiyati, & Anggoro, Y. (2020). Pengaruh harga dan lokasi terhadap keputusan pembelian produk jasa. Management and Business Review, 4(1), 52–59. https://doi.org/10.21067/mbr.v4i1.4629

Sutisna, & Pawitra, T. (2001). Perilaku konsumen dan komunikasi pemasaran. Bandung: PT. Remaja Rosdakarya.

Taghavi, M. S., & Seyedsalehi, A. (2015). The effect of packaging and brand on children’s and parents’ purchasing decisions and the moderating role of pester power. British Food Journal, 117(8), 2017–2038. https://doi.org/10.1108/BFJ-07-2014-0260

Tjahyadi, & Arlan, R. (2010). Brand Trust dalam Konteks Loyalitas Merek: Peran Karakteristik Merek, Krakteristik Perusahaan, dan Karakteristik Hubungan Pelanggan-Merek. Jurnal Manajemen, 6(1), 65–78. https://doi.org/10.28932/jmm.v6i1.226

Tjiptono, F. (2001). Manajemen Jasa (2nd ed.). Yogyakarta: Andi Offset.

Tjiptono, F. (2008). Prinsip & Dinamika Pasar. Yogyakarta: Andi Offset.

Tjiptono, F. (2012). Strategi Pemasaran (2nd ed.). Yogyakarta: Andi Offset.

Tjiptono, F. (2014). Pemasaran Jasa. Yogyakarta: Andi Offset.

Top Brand Awards. (2021). Top Brand Index. https://www.topbrand-award.com/top-brand-index/

Wilson, J. A. J., & Liu, J. (2011). The challenges of Islamic branding: Navigating emotions and halal. Journal of Islamic Marketing, 2(1), 28–42. https://doi.org/10.1108/17590831111115222

Yousaf, S., & Malik, M. S. (2013). Evaluating the influences of religiosity and product involvement level on the consumers. Journal of Islamic Marketing, 4(2), 163–186. https://doi.org/10.1108/17590831311329296

Yulianto, H., Sutomo, Y., Palupiningtyas, D., & Nugraheni, K. S. (2021). Investigating the role of interactive social media and halal brand equity on purchase decision-making: direct and indirect effects. Measuring Business Excellence, February. https://doi.org/10.1108/MBE-02-2021-0025

Unduhan

Diterbitkan

2022-08-11

Terbitan

Vol 7 No 1 (2022): JANUARI - JUNI 2022

Bagian

Articles

Lisensi

Proposed Policy for Journals That Offer Open Access

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0).

Authors who publish with Journal of Economics and Business Aseanomics (JEBA) agree to the following terms:

1. For all articles published in Journal of Economics and Business Aseanomics (JEBA), copyright is retained by the authors. Authors permit the publisher to announce the work with conditions. When the manuscript is accepted for publication, the authors agree to the publishing right's automatic transfer to the publisher.

3. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.

4. Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.

5. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges and earlier and greater citation of published work (See The Effect of Open Access).