PENGARUH SERTIFIKASI HALAL, HARGA DAN BRAND IMAGE TERHADAP MINAT MEMBELI PRODUK MAKANAN HALAL (STUDI KASUS KONSUMEN MUSLIM DI CIKARANG)

Abstract

This study aimed to determine the influence between halal certification, price, and brand image with intention to purchase halal food product in the muslim community in Cikarang. This research is a survey research using a questionnaire as an instrument. The sample used was the Muslim community in Cikarang which was taken as many as 160 respondents using the purposive sampling method. The analysis technique used is multiple regression analysis. The results of the research found that: (1) Halal certification had a positive effect and significant on purchase intention with a regression value of 0,545 and a significant level of 0,000. (2) Prices have a positive effect and not significant on purchase intention with a regression value of 0.031 and a significant level of 0,671. (3) Brand Image has a positive effect and not significant on purchase intention with a regression value of 0,011 and a significant level of 0,866. (4) Halal certification, Price and Brand Image simultaneously have a positive effect and significant on purchase intention with a significant level of 0,000, smaller than 0,05 (p <0,05). (5) The amount of influence of Halal Certification, Price and Brand Image on purchase intention is 66%.