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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh label halal terhadap keputusan pembelian ayam potong pedaging oleh konsumen di Rumah Potong Ayam (RPA) Babe di Kota Makassar. Pendekatan penelitian yang digunakan adalah explanatory research dengan metode kuantitatif. Data dikumpulkan melalui kuesioner yang disebarkan kepada 200 responden yang dipilih menggunakan teknik accidental sampling. Analisis data dilakukan dengan regresi linear sederhana untuk menguji hubungan antara label halal dan keputusan pembelian. Hasil penelitian menunjukkan bahwa label halal memiliki pengaruh positif dan signifikan terhadap keputusan pembelian ayam potong pedaging. Konsumen lebih cenderung membeli produk yang memiliki sertifikasi halal karena faktor kepercayaan, kesadaran religius, serta persepsi terhadap kualitas dan keamanan produk. Secara teoretis, penelitian ini memperkuat pemahaman tentang perilaku konsumen Muslim dalam memilih produk halal. Secara praktis, hasil penelitian ini memberikan rekomendasi bagi pelaku usaha untuk lebih memperhatikan sertifikasi halal sebagai strategi pemasaran yang efektif. Selain itu, pemerintah dan lembaga terkait diharapkan dapat memperkuat pengawasan serta sosialisasi sertifikasi halal guna meningkatkan kepercayaan konsumen dan daya saing industri halal di Indonesia.
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References
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- Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
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- Prabowo, S., Rahman, A. A., & Meaton, J. (2015). Halal meat fraud and the role of the halal certification system. British Food Journal, 117(9), 2346–2361.
- Schiffman, L. G., & Wisenblit, J. L. (2019). Consumer behavior (12th ed.). Pearson Education.
- Sekaran, U., & Bougie, R. (2020). Research methods for business: A skill-building approach (8th ed.).
- Wiley. Shafie, S., & Othman, M. N. (2006). Halal certification: An international marketing issues and challenges. Proceedings of International IFSAM VIIIth World Congress.
- Solomon, M. R. (2020). Consumer behavior: Buying, having, and being (13th ed.). Pearson Education. Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
- Tieman, M. (2015). Halal risk management: Combining Islamic laws and HACCP principles. Journal of Islamic Marketing, 6(1), 80–89.
- Tieman, M., & Hassan, F. H. (2019). Convergence of food systems: Kosher, Christian and halal. British Food Journal, 121(1), 87-100.
References
Alam, S. S., & Sayuti, N. M. (2011). Applying the theory of planned behavior (TPB) in halal food purchasing. International Journal of Commerce and Management, 21(1), 8–20.
Ambali, A. R., & Bakar, A. N. (2014). People's awareness on halal foods and products: Potential issues for policy-makers. Procedia-Social and Behavioral Sciences, 121, 3-25.
Bashir, A. M., Bayat, A., Olutuase, S. O., & Latiff, Z. A. (2019). Factors affecting consumers’ willingness to pay for halal-certified food: A case of Malaysia. British Food Journal, 121(9), 2192–2206.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2018). Consumer behavior (11th ed.). Cengage Learning.
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications.
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1–4.
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 (9th ed.). Universitas Diponegoro.
Gujarati, D. N., & Porter, D. C. (2021). Basic econometrics (6th ed.). McGraw-Hill. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Lestari, A. S., Widodo, W., & Wahyuningsih, S. H. (2022). The influence of halal label and halal awareness on purchase decisions of halal food products. Journal of Islamic Economic Perspectives, 4(2), 112–125.
Prabowo, S., Rahman, A. A., & Meaton, J. (2015). Halal meat fraud and the role of the halal certification system. British Food Journal, 117(9), 2346–2361.
Schiffman, L. G., & Wisenblit, J. L. (2019). Consumer behavior (12th ed.). Pearson Education.
Sekaran, U., & Bougie, R. (2020). Research methods for business: A skill-building approach (8th ed.).
Wiley. Shafie, S., & Othman, M. N. (2006). Halal certification: An international marketing issues and challenges. Proceedings of International IFSAM VIIIth World Congress.
Solomon, M. R. (2020). Consumer behavior: Buying, having, and being (13th ed.). Pearson Education. Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Tieman, M. (2015). Halal risk management: Combining Islamic laws and HACCP principles. Journal of Islamic Marketing, 6(1), 80–89.
Tieman, M., & Hassan, F. H. (2019). Convergence of food systems: Kosher, Christian and halal. British Food Journal, 121(1), 87-100.