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All Journal Paradigma : Journal of Science, Religion and Culture Studies
Fildzah Karisma Paradasa
STIE Indonesia Banking School
Religion Humanities Economics, Econometrics & Finance Education

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THE INFLUENCE OF ISLAMIC BRANDING, RELIGION, AND PRODUCT DIVERSITY ON CONSUMER PURCHASE DECISIONS (STUDY AT 212 CONDET MART, EAST JAKARTA) Fildzah Karisma Paradasa; Puspita Puspita
PARADIGMA : JURNAL ILMU PENGETAHUAN AGAMA, DAN BUDAYA Vol 19 No 2 (2022): PARADIGMA Journal of Science, Religion and Culture Studies
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Universitas Islam 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33558/paradigma.v19i2.4570

Abstract

The presence of halal minimarkets is known to have increased based on the number of consumption of Indonesian halal food products in 2018 and 2019. This shows that the potential for halal minimarket business activities is quite high, seeing the phenomenon of halal trends, especially public consumption of halal products which continues to increase and the majority of the population is Muslim in domestic. However, until now 212 Mart outlets have not been found as many as conventional minimarkets which are already known to the public. Thus, this study aims to see the effect of Islamic branding, religiosity, and product diversity on consumer purchasing decisions (study at 212 Mart Condet, East Jakarta). This research is a quantitative research with data collection techniques using offline questionnaires. The analysis method used is multiple regression analysis and processed with the SPSS 21 program. The research sample is 100 consumers who have shopped at 212 Mart Condet, East Jakarta. The results show that there is an effect of Islamic Branding on consumer purchasing decisions 212 Mart Condet, there is no religious influence on consumer purchasing decisions 212 Mart Condet, and there is an influence of product diversity on consumer purchasing decisions 212 Mart Condet
Co-Authors Puspita Puspita