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Heryanto Heryanto
Universitas Mulawarman
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Journal : Indonesia Journal of Halal

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Halal Marketing Elements as Determinants of Consumer Product Purchase Decisions Heryanto, Heryanto; Firdaus, Firdaus; Syafrizal, Syafrizal
Indonesia Journal of Halal Vol 5, No 1 (2022): Indonesia Journal of Halal
Publisher : Pusat Kajian Halal Undip

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/halal.v5i1.13776

Abstract

This research aimed to analyze the effect of halal marketing elements on consumer choice using positivist paradigm and quantitative methods. The population consisted of 398561 residents working in Padang City, following the August 2019 National Labor Force Survey. The Slovin's formula was used to obtain a sample size of 400 respondents. Moreover, purposive sampling technique was used to obtain data, which was then analyzed using path analysis. The main focus was on the elements of halal marketing that contribute to consumer product purchase decisions. The results showed that consumer option is determined by the core elements of halal marketing, including halal positioning, differentiation, and branding. Furthermore, halal positioning and differentiation significantly affect branding and consumer choice. Halal consumer choice is affected by positioning and differentiation through branding. Halal positioning affects the implementation of high and low halal branding by 52%. Halal differentiation affects the high and low halal branding by 21%. Halal consumer choice is affected by positioning, differentiation, and branding at 28%, 35%, and 30%, respectively. These results indicated a low indirect effect of branding. Implementing high and low halal consumer choice is affected by positioning and differentiation through branding at 18% and 7%, respectively.
Co-Authors Abdul Malik Mufty Adeline, Ivonne Agustini Agustini, Agustini Akbar, Muhammad Fajri Andi Nuddin Anisah, Febri Nurul Annisa, Delfia Anny Setijo Rahaju, Anny Setijo ARIF KURNIAWAN Arih Diyaning Intiasari Aryadi, Didi Aswar, Rismalia Baihaqi, Ahmad Uzair Barus, Juniar Ivana Candra Andodo, Candra Cen, Winnie Chai, Evelyn CINDY CINDY Claudia, Evelyn Daisy Wowor, Daisy Dawami, Maulana Dwi Nur Derry, Felix Dimas Chrisna Mukti Eduard, Eduard Ekaningtyas Widiastuti Elva Dona Elviera Gamelia Erika Erika Fachry Abda El Rahman Fadhilah Hidayatullah, Fadhilah Firdaus Firdaus Ginting, Yenni Florentina Golan Hasan, Golan Habeahan, Sampitmo Halimah, Andi Sitti Hany Handajani Hartanto, Yudi Helena Sitorus, Helena Husnul, K Ihsan, Nur Hadi Irwansyah Irwansyah Jennifer Jennifer Joko Setiawan Juliansyah Roy Kelvin Kelvin Kholifadya, Aqilma KUSUMASTUTI, ETTY HARY Larosa, Yasozatulo Leenawaty Limantara Lewi Lewi M. Yogi Riyantama Isjoni Maman Mulya Karnama Manuputty, Lorens Marisca, Prita Meilyanti, Meilyanti Mendrofa, Yason Mukhtar Mukhtar Naibaho, Mariana Nilam Sari Nola, Feby Nurjannah Nurjannah Pandapotan Tambunan, Pandapotan Panjaitan, Diana Margaretha Panjaitan, Syntia Parhusip, Akdel Parhusip, R.L. Holmes Parhusip, R.LHolmes Peranginangin, Lorena Priandana, Daniel Radjab, A.W. Radjab, A.W. Rahmania, Wanda Riris Rotua Sitorus Rokhman, Iwan Aminur S, Hartono Sabelau, Rusmada Helen Putri Saputra, Antoni Sarifa, Sarifa Sembiring, Hartono Septiano, Renil Sihar Tambun Simanjuntak, Ayub Jose Luhut Parulian Simarmata, Sarah Nakita Sitanggang, Nenia Enjelica Br Sitepu, Rehmadanta sitepu, Rehmadanta Siti Murti Siti Murti Siti Murti, Siti Situmorang, Nanda Sri Rejeki Sukisno S. Riadi Suroso Suroso Suryanto Suryanto Syafrizal Syafrizal T, Aptitasari Tambunan, Ryna Heppy Tatas H.P. Brotosudarmo Thai, Calvina Tobing, Renatal Halomoan Lumban Todingrara, Magdhalena Tasik Venny, Venny Waruwu, Sabarani Winata, Jenry Yulianti, Rosa Zebua, Peringatan Zebua, Yaarodotonafo