Pengaruh Sertifikasi Halal, Kualitas Produk, dan Perspektif Religiusitas terhadap Keputusan Pembelian Produk Halal
Studi Kasus Mie Gacoan di Kota Surabaya
DOI:
https://doi.org/10.61132/jieap.v3i3.2565Keywords:
Gacoan Noodles, Halal Certification, Product Quality, Purchase Decisions, ReligiosityAbstract
This study aims to analyze the influence of halal certification, product quality, and religiosity on the purchase decision of Mie Gacoan products in Surabaya. The method used in this study is a quantitative approach, with data collected through the distribution of questionnaires to Muslim consumers residing in Surabaya, with a sample size of 170 respondents who had previously purchased Mie Gacoan products. The sample was selected using purposive sampling. To analyze the data, Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach was employed. The results of the study indicate that halal certification, product quality, and religiosity have a positive and significant influence on the decision to purchase Mie Gacoan products in Surabaya. This study is expected to provide insight into the factors influencing Muslim consumers' behavior in selecting food products and to serve as input for businesses in enhancing consumer trust and satisfaction through the implementation of halal values and product quality. It also offers implications for companies to maintain halal standards, improve product quality, and strengthen the trust of Muslim consumers.
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