PENGARUH KESADARAN HALAL, SERTIFIKASI HALAL, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK MAKANAN DI SUMEDANG

Abstract

      Penelitian ini bertujuan untuk menganalisis pengaruh kesadaran halal, sertifikasi halal, dan harga terhadap keputusan pembelian produk makanan di Kabupaten Sumedang. Topik ini penting mengingat meningkatnya perhatian konsumen terhadap aspek kehalalan produk, sekaligus adanya dinamika daya beli dan pertimbangan harga dalam memilih produk makanan. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner terstruktur yang disebarkan kepada konsumen produk makanan. Penentuan sampel dilakukan menggunakan teknik purposive sampling, sehingga diperoleh 91 responden valid yang memenuhi kriteria penelitian. Instrumen penelitian diuji melalui uji validitas dan reliabilitas untuk memastikan ketepatan pengukuran, kemudian data dianalisis menggunakan regresi linear berganda. Sebelum pengujian hipotesis, dilakukan uji asumsi klasik untuk memastikan model regresi memenuhi kriteria kelayakan analisis. Hasil analisis menunjukkan bahwa secara simultan kesadaran halal, sertifikasi halal, dan harga berpengaruh signifikan terhadap keputusan pembelian produk makanan. Secara parsial, sertifikasi halal terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian, yang mengindikasikan bahwa keberadaan sertifikasi halal berperan sebagai sinyal kepercayaan, jaminan proses, dan persepsi kualitas yang memperkuat keyakinan konsumen ketika memilih produk makanan. Variabel harga juga berpengaruh positif dan signifikan, menegaskan bahwa pertimbangan keterjangkauan, kesesuaian nilai-manfaat, serta perbandingan harga antar produk masih menjadi faktor dominan dalam pengambilan keputusan. Sementara itu, kesadaran halal menunjukkan pengaruh positif namun tidak signifikan pada taraf 5%, yang dapat mengindikasikan bahwa kesadaran saja belum cukup mendorong keputusan pembelian tanpa adanya bukti yang mudah dikenali konsumen seperti label/sertifikasi serta pertimbangan harga. Temuan ini memberikan implikasi bagi pelaku usaha untuk memperkuat kepatuhan dan komunikasi sertifikasi halal serta menerapkan strategi harga yang sesuai dengan segmen pasar di Sumedang.

          This study aims to analyze the effects of halal awareness, halal certification, and price on food product purchase decisions in Sumedang Regency. This topic is increasingly relevant due to the growing public attention to halal-related aspects of food consumption, while consumers also continue to consider economic factors such as affordability and value for money when selecting products. A quantitative approach was employed using a survey method with a structured questionnaire distributed to food product consumers. The sample was determined through purposive sampling, resulting in 91 valid respondents who met the research criteria. The research instrument was assessed through validity and reliability testing to ensure accurate measurement of each variable. Furthermore, the collected data were analyzed using multiple linear regression, supported by classical assumption tests to confirm the suitability of the regression model prior to hypothesis testing. The results indicate that halal awareness, halal certification, and price simultaneously have a significant effect on purchase decisions for food products. In the partial analysis, halal certification shows a positive and significant effect on purchase decisions, suggesting that certification functions as a strong trust signal and quality assurance mechanism that strengthens consumers’ confidence when choosing food products. Price also demonstrates a positive and significant influence, confirming that consumers tend to evaluate products based on perceived benefits, affordability, and price comparisons across alternatives before making a purchase. Meanwhile, halal awareness exhibits a positive but non-significant effect at the 5% significance level. This finding may indicate that awareness alone is not sufficient to directly drive purchasing decisions unless it is supported by clear and recognizable evidence such as halal labels or certification, along with competitive pricing considerations. Overall, these findings provide practical implications for business actors, particularly in strengthening halal compliance and certification communication strategies, while also implementing pricing strategies that align with consumer purchasing power and market segmentation in Sumedang Regency