The Impact of Halal Certification, Halal Label, and Price on Consumer Purchase Decisions for Dimsum Uma Yumcha - Akbar, Naufal; Ika Khusnia Anggraini (Fakultas Ekonomi dan Bisnis Universitas Brawijaya, 2025)
Global consumption of halal products reached US2.2 trillion in 2018 and is projected to reach US3.2 trillion by 2024, driving the ongoing growth of the Indonesian food and bavarage industry. However, the concept of halal is still not well understood by the Indonesian public. As a result, checking the halal status of products in the market, including halal food, is important. Due to its diverse consumption potential, Malang City was chosen as the research location because it is known for its halal education and tourism. The purpose of this study is to examine how halal certification, halal labels, and halal prices affect consumers' purchasing decisions. A questionnaire was used to collect data for this quantitative study. Consumers of Uma Yumcha Dimsum in Malang City were surveyed using purposive sampling technique in this study. Data analysis in this study was conducted using binary logistic regression. The study found that consumers were most influenced by halal certification, halal labels, and price when all three were considered simultaneously. Halal certification does not show a significant impact on purchasing decisions, while the halal label has a positive and significant influence. Price also shows a positive and significant effect on the purchasing decisions of Dimsum Uma Yumcha in Malang City.. The results of this study are that halal certification, halal labels, and prices should be the main focus for business actors to influence consumer purchasing decisions, especially Muslims. Abstrak Konsumsi global produk halal mencapai 2,2 triliun US dollar pada tahun 2018 dan diperkirakan menyentuh angka 3,2 triliun US dollar pada tahun 2024, mendorong pertumbuhan industri makanan dan minuman Indonesia yang sedang berlangsung. Meskipun demikian, konsep halal masih belum dipahami dengan baik oleh masyarakat Indonesia. Akibatnya, memeriksa status kehalalan produk di pasaran, termasuk makanan halal, menjadi penting. Karena potensi konsumsinya yang beragam, Kota Malang dipilih sebagai lokasi penelitian karena dikenal dengan pendidikan dan wisata halalnya. Tujuan dari penelitian ini adalah untuk menganalisis bagaimana sertifikasi halal, label halal, dan harga memengaruhi keputusan konsumen dalam membeli. Dalam penelitian kuantitatif ini, data dikumpulkan melalui kuesioner. Konsumen Dimsum Uma Yumcha di Kota Malang disurvei menggunakan teknik purposive sampling. Analisis data dilakukan dengan regresi logistik biner. Temuan penelitian menunjukkan bahwa konsumen paling terpengaruh oleh sertifikasi halal, label halal, dan harga ketika ketiga faktor tersebut dipertimbangkan secara bersamaan. Sertifikasi halal tidak menunjukkan pengaruh signifikan terhadap keputusan pembelian, sementara label halal memberikan pengaruh positif dan signifikan. Harga juga menunjukkan pengaruh positif dan signifikan terhadap keputusan pembelian Dimsum Uma Yumcha di Kota Malang. Oleh karena itu, penelitian ini menyimpulkan bahwa sertifikasi halal, label halal, dan harga perlu menjadi perhatian utama bagi pelaku usaha untuk memengaruhi keputusan pembelian konsumen, terutama di kalangan umat Islam.