THE INFLUENCE OF HALAL LABELING ON PURCHASING DECISIONS ON MIXUE PRODUCTS IN PEKANBARU CITY
DOI:
https://doi.org/10.25299/valuta.2023.v9i2.23016Keywords:
Halal Labeling, Purchasing Decisions, Mixue ProductAbstract
In line with the rapid development of the current era, the flow of information available to consumers is increasing and influencing their consumption patterns. Halal labeling is a label that informs consumers that the product is genuinely halal and that its ingredients do not contain elements prohibited by Sharia law, making the product safe for consumption. Products that do not include halal labels are considered not yet approved by the authorized institutions (LPPOM - MUI) and are suspected to be non-halal. Over time, food and beverages, which are essential for humans, have shifted to being one of life's pleasures, such as the presence of ice cream products with various flavors. These products are typically consumed as a complementary dish after meals, while relaxing, and to enhance mood. One such product is Mixue ice cream and tea. This research is a descriptive study with a quantitative method. The sampling technique used is incidental sampling, with the population and sample being consumers who shop at Mixue in Pekanbaru City. Based on the R2 value of 0.065 or 6.5%, it can be concluded that the influence of halal labeling on purchasing decisions is 6.5%, while 93.5% is influenced by other factors not examined in this study. Based on the research results regarding the influence of halal labeling on Mixue purchasing decisions in Pekanbaru City, several conclusions can be drawn. First, halal labeling is one of the factors considered by consumers when making a purchase, but Mixue products in Pekanbaru City do not yet have a halal label, and consumers continue to buy them. This indicates that the halal label is not yet a significant concern for consumers in Pekanbaru. Second, purchasing decisions for Mixue are influenced by several factors, such as halal labels, quality, and promotions, but the halal label factor is only a small part of the purchasing decisions of consumers in Pekanbaru.
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