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All Journal Edunomika Journal: Studies in Education and Development Economics
Halim, Novian
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Economics, Econometrics & Finance Education Social Sciences

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THE EFFECT OF HALAL LABELING AND PRICE PERCEPTION ON MUSLIM CONSUMER PURCHASE DECISIONS FOR SYAKINAH UMKM PRODUCTS Andriyansyah, Muhammad; Ansori, Ansori; Halim, Novian
Edunomika Journal : Studies In Education And Development Economics Vol. 1 No. 2 (2026): Edunomika Journal: Studies in Education and Development Economics
Publisher : Magister Program Studi Pendidikan Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/n73w2g43

Abstract

This study aims to examine and analyze the influence of halal labeling and price perception on Muslim consumers' purchasing decisions for Syakinah Bungo Tanjung MSME products in Rambutan Masam Village. The research method used is a quantitative approach with multiple linear regression analysis techniques. Primary data collection was conducted on 76 respondents through a questionnaire instrument that has been tested for validity and reliability and meets a series of classical assumption tests. The results of the study indicate that both partially and simultaneously, the variables of halal labeling and price perception have a positive and significant influence on consumer purchasing decisions. The ability of these two independent variables to explain the variation in purchasing decisions reaches a very strong figure, namely 84.3%, with halal labeling acting as the most dominant predictor. The novelty of this study lies in empirical evidence in the study locus of rural MSMEs, which confirms that for the demographic of grassroots Muslim consumers, the presence of a halal label is not merely complete packaging information, but rather a major psychological determinant that outweighs price sensitivity. The practical implications of these findings urge MSMEs to urgently integrate halal certification and price fairness as a foundation for competitive advantage. Theoretically, this research contributes to the development of Islamic marketing management and economics by confirming that the combination of theological adherence and economic rationality creates a very robust decision-making model
Co-Authors Andriyansyah, Muhammad ansori ansori