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All Journal Journal of Economics, Business, & Accountancy Ventura JAM : Jurnal Aplikasi Manajemen SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Journal of Dedicators Community International Journal of Community Service Learning Jurnal Akuntansi Kompetif Reswara: Jurnal Pengabdian Kepada Masyarakat Jurnal Orientasi Bisnis dan Entrepreneurship Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) Research of Business and Management Research of Economics and Business Sabangka Abdimas Jurnal Pengabdian Masyarakat Sabangka Research of Finance and Banking Research of Islamic Economics (RIE) MARAS : Jurnal Penelitian Multidisplin Human Capital and Organizations Marketing and Business Strategy Taxation and Public Finance Jurnal Medika: Medika
Zainal Zawir Simon, Zainal Zawir
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Islamic Consumer Ethics and Buying Behavior of Muslim Gen Z: The Influence of Service, Promotion, Price, and Product Quality Munawaroh, Munawaroh; Simon, Zainal Zawir; Heriyanto, Toto
Research of Islamic Economics Vol. 3 No. 2 (2026): JANUARY 2026
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/rie.v3i2.564

Abstract

This study aims to analyze the influence of service quality, promotion, price perception, and product quality on McDonald's consumers' purchasing decisions in Jakarta, and to assess these marketing factors from an Islamic economic perspective. This research employs an exploratory quantitative approach and a purposive sampling technique. A total of 135 respondents participated through questionnaire-based surveys. The data were analyzed using multiple linear regression. The results indicate that service quality, promotion, and product quality each have a positive and significant effect on purchasing decisions. In contrast, price perception has a significant, adverse effect, suggesting consumer sensitivity to pricing at fast-food outlets. Simultaneously, all independent variables significantly influence purchasing decisions. From an Islamic perspective, the findings reflect the principles emphasized by Imam Al-Qurthubi on fairness, transparency, and the provision of ethical values in market transactions, suggesting that marketing practices should align with Sharia-compliant consumer ethics. This study contributes to strengthening the understanding of Muslim consumer behavior and highlights the importance of integrating Islamic moral values in fast-food industry marketing strategies.
Co-Authors Adler H. Manurung Ahlannisa, Lala Ainani, Nuril Amir Mahmud Any Setianingrum, Any Apriansyah, Fikry Astuti, Muthia Aulia, Shindi Budiantoro, Harry Challen, Auliffi Ermian Efendy Zain, Efendy Erliza Noor Fadia, Natasya Aqilla Febriyanti, Giany Ghazali, Muhammad Heriyanto, Toto Hukama, La Diadhan Hukama, La Diadhan Hukama, La Diadhan Imelda Sari Juniarti Juniarti Karimulloh, Karimulloh Kevin, Ainul Komala, Lenda Lapae, Kanaya Martua Eliakim Tambunan Muhammad Ramadhan Muhammad Zaki Muhammad, Baginda Munawaroh Munawaroh Munawaroh, Madaniah Muslikh Muslikh Muslikh Nabila, Mahdiyyah Nasution, Ananta Hagabean Oktavia, Dinda Perdana Wahyu Santosa Putri, Gita Amalia Putri, Pencya Andina Rahman, Ryan Aulia Rofii, Muhammad Roy Sembel Safitri, Leli Amelia Salsabila, Syahla Aulia Siti Marhamah, Siti Sovi Ismawati Rahayu, Sovi Ismawati Suryono, Dwi Windu Ulfiani, Nurin Vidaryanti, Retno Zain, Efendi Zain, Effendi Zhafiraah, Nazma Riska Zulihar Zulihar, Zulihar