Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 4 (2026): Musytari: Neraca Manajemen, Akuntasi, dan Ekonomi, ISSN 3025-9495
Articles

ANALISIS PENGARUH LABEL HALAL, HARGA, CITRA MEREK DAN RELIGIUSITAS TERHADAP KEPUTUSAN PEMBELIAN PRODUK MAKANAN DAN MINUMAN MEREK ASING PADA MASYARAKAT MUSLIM DI PROVINSI JAWA BARAT

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  • Intan Faujiah
Intan Faujiah
Universitas Padjadjaran
Bio

Published 2026-04-07

Keywords

  • Label Halal,
  • Harga,
  • Citra Merek,
  • Relligiusitas,
  • Keputusan Pembelian,
  • Merek Asing,
  • Jawa Barat,
  • Halal Label,
  • Price,
  • Brand Image,
  • Religiositty,
  • Purchase Decisions,
  • Foreign Brands,
  • West Java
    • ...More
    Less

How to Cite

ANALISIS PENGARUH LABEL HALAL, HARGA, CITRA MEREK DAN RELIGIUSITAS TERHADAP KEPUTUSAN PEMBELIAN PRODUK MAKANAN DAN MINUMAN MEREK ASING PADA MASYARAKAT MUSLIM DI PROVINSI JAWA BARAT. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(4), 71-80. https://cibjournal.com/index.php/musytari/article/view/7468

Abstract

          Penelitian ini bertujuan untuk menganalisis pengaruh label halal, harga, citra merek, dan religiusitas terhadap keputusan pembelian produk makanan dan minuman merek asing pada masyarakat Muslim di Provinsi Jawa Barat. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) yang diolah menggunakan SmartPLS 4.0. Data yang digunakan merupakan data primer yang diperoleh melalui penyebaran kuesioner kepada responden. Hasil penelitian menunjukkan bahwa harga dan citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Citra merek menjadi variabel yang paling dominan dalam memengaruhi keputusan pembelian. Sementara itu, label halal, dan religiusitas tidak berpengaruh signifikan terhadap keputusan pembelian. Temuan ini mengindikasikan bahwa pada produk makanan dan minuman merek asing, konsumen Muslim di Jawa Barat cenderung lebih mempertimbangkan aspek rasional seperti harga dan citra merek dibandingkan aspek keagamaan secara langsung seperti label halal dan religiusitas dalam proses pengambilan keputusan pembelian. 

          This study aims to analyze the influence of halal labels, price, brand image, and religiosity on purchasing decisions of foreign food and beverage products among Muslim consumers in West Java Province. This research employs a quantitative approach using Partial Least Square-Stuctural Equation Modeling (PLS-SEM) with SmartPLS 4.0 software. The data used are primary data collected through questonnaires distributed to respondents. The results show that price and brand image have a positive and significant effect on purchasing decisions, with brand image being the most dominant variable. Meanwhile, halal labels and religiosity do not have a significant effect on purchasing decisions. These findings indicate that, in the context of foreign food and beverage products, Muslim consumers in West Java tend to prioritize rational factors such as price and brand image rather than religious aspects, such as halal labels and religiosity, in their purchasing decisions making process.

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