Pengaruh Kesadaran Halal, Brand Image, dan Kualitas Produk Terhadap Minat Beli pada Produk Kahf (Studi Kasus pada Masyarakat Kota Malang)

Afifah Izatun Asmi, M. Cholid Mawardi, Ratna Tri Hardaningtyas

Abstract


This study aims to determine and analyze the effect of Halal Awareness (X1), Brand Image (X2) and Product Quality (X3) on buying interest in kahf products both partially and simultaneously. The population in this study is the people of Malang City. The sampling technique used purposive sampling with a total of 85 respondents. The method used in this research is quantitative. In this study the questionnaire was used as a data collection method. Validity test and reliability test are used to measure the performance of the instrument. Not only that, this research also uses Normality Test, Multicollinearity Test, Heteroscedasticity Test, Multiple Linear Regression Analysis, F Test, R2 Test, and t Test. The results of this study indicate that: (1) The influence of Halal Awareness, Brand Image, and Product Quality simultaneously affects buying interest in kahf products. (2) Halal awareness has a positive and significant effect on buying interest in kahf products. (3) Brand Image has a positive and significant effect on buying interest in kahf products. (4) Product Quality has a positive and significant effect on buying interest in kahf products. This shows that to increase buying interest in Kahf products, it is necessary to increase these three variables.

Keywords: Halal Awareness, Brand Image, Product Quality, Purchase Intention.


Full Text:

PDF

References


Basyarahil, M. A. (2017). Analisis Faktor-Faktor Yang Mempengaruhi Minat Beli Kosmetik Pria Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Brawijaya (Studi Kasus pada Mahasiwa S1 Prodi Ekonomi Islam Fakultas Ekonomi dan Bisnis Universitas Brawijaya). Jurnal Ilmiah Mahasiswa FEB, 5(2).

Bilson, S. (2011). Memenangkan Pasar dengan Pemasaran Efektif dan Profitabel. Jakarta: PT. Gramedia Pustaka Utama.

Compas.co.id. (2023). Mengungkap Strategi 7 Top Brand Face Wash Pria di Shopee & Tokopedia. https://compas.co.id/article/face-wash-pria/

Ferdinand. (2006). Metode Penelitian Manajemen : Pedoman Penelitian untuk Penulisan Skripsi, Tesis, dan Disertasi Ilmu Manajemen. Semarang : Badan Penerbit Universitas Diponegoro.

Iltiham, N. (2019). Label Halal Bawa Kebaikan. Fakultas Agama Islam Universitas Yudharta Pasuruan.

Indah, D. R., Afalia, I., & Maulida, Z. (2020). Pengaruh citra merek, kualitas produk dan harga terhadap keputusan pembelian produk hand and body lotion vaseline (studi kasus pada mahasiswa universitas samudra). Jurnal Samudra Ekonomi Dan Bisnis, 11(1), 83–94.

KNEKS. (n.d.). Strategi Nasional Pengembangan Industri Halal Indonesia. In 01.

Kotler, P., & Keller, K. L. (2016). Marketing management. In Upper Sadlle River (15th ed.). Pearson. https://doi.org/10.1108/ssmt.2001.21 913cab.040.

Kotler, & Keller, L. (2017). Marketing Manajement (15th Editi). Pearson Pretice Hall, Inc.

Kotler, P., & Amstrong, G. (2018). Principles of Marketing. Edisi 15 Global Edition. Pearson.

Kotler, P. dan G. A. (2016). Prinsip-prinsip pemasaran. Edisi ketigabelas. Jilid satu. Erlangga. Jakarta.

Marina, R., Nurmelinda, E., Fikriy, M. N., Faisal, A., Hafifah, S., & Wandani, N. T. (2023). Pengaruh Kesadaran Halal Label Halal Dan Bahan Makanan Terhadap Minat Beli Konsumen.

Pratiwi, D. P., & Falahi, A. (2023). Pengaruh Sertifikasi Halal Dan Kesadaran Halal Terhadap Keputusan Pembelian Produk Kosmetik Wardah Di Desa Bangun Rejo Tanjung Morawa. Jurnal Bisnis, Manajemen, Dan Akuntansi, 10(1), 1–13. https://doi.org/10.54131/jbma.v10i1.148

Sara, S. K., Ahmad, R. M., & Arkiang, F. (2022). Pengaruh Kesadaran Halal Terhadap Minat Beli Kosmetik Halal. Jurnal Asy-Syarikah: Jurnal Lembaga Keuangan, Ekonomi Dan Bisnis Islam, 4(1), 21–37. https://doi.org/10.47435/asy-syarikah.v4i1.820

Setiadi, N. J. (2003). Perilaku Konsumen: Konsep san Implikasi untuk Straategi dan Penelitian Pemasaran, Jakarta:Kencana.

Sherly, N., Amarul, A., & Supriatna, Y. (2023). Pengaruh Kualitas Produk, Citra Merek, Dan Celebrity Endorser Terhadap Minat Beli Produk MS Glow. Jurnal Inovasi Dan Kreativitas (JIKa), 2(2), 57–63. https://doi.org/10.30656/jika.v2i2.6035

Sugiyono. (2015). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : ALFABETA.

Sutiani, L. (2023). 7 Top Brand Facial Wash Pria Terlaris, 3 Local Pride Ini Pilihan Favorit Kaum Adam!

Tarigan, P. S., Wahyono, D., Kusumawardhani, T., Sairdama, S. S., & Nugraha, A. R. (2023). Pengaruh Digital Marketing dan Brand Image Terhadap Minat Beli Produk Kosmetik Make Over. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(4), 1431–1439. https://doi.org/10.35870/jemsi.v9i4.1352

Tjiptono, F. (2008). Strategi Pemasaran. (Edisi 3). ANDI Yogyakarta.

www.liputan6.com. (2020). Kahf, Produk Perawatan Halal dan Modern untuk Pria Masa Kini.

Yunus, N. S. N. M., Rashid, W. E. W., Ariffin, N. M., & Rashid, N. M. (2014). Muslim’s purchase intention towards non-Muslim’s Halal packaged food manufacturer. Procedia-Social and Behavioral Sciences, 130, 145–154.


Refbacks

  • There are currently no refbacks.