Pengaruh Label Halal, Harga, dan Citra Merek terhadap Keputusan Pembelian Konsumen pada Starbucks

Abstract

The objective of this study was to identify the effect of halal labels, prices, and brand image on consumer purchasing decisions for Starbucks products to students in the city of Surabaya. The research method used is quantitative research with multiple linear regression analysis techniques. The sampling technique in this study used purposive sampling by distributing questionnaires according to predetermined respondent criteria. The results of the study stated that the halal label and brand image had a positive effect on consumer purchasing decisions. However, price has a negative effect on consumer purchasing decisions. These results indicate that students in the city of Surabaya make aspects of halal labels and brand image as determinants of consumer purchasing decisions in buying and consuming Starbucks products. While the price aspect is not part of the determinants of consumer purchasing decisions.

The Role of Price, Taste, and Brand Image in Purchasing Decisions

“…Proximity to consumers makes Mie Sedaap market power during intense competition. This is relevant to the results of previous researchers Gunawati (2022) and Arifin & Setyaningrum (2022) which state that the brand image variable partially has a positive and significant influence on purchasing decisions. And Anggraeni & Sabrina (2021) state that brand image has no positive and insignificant effect on purchasing decisions.…”

“…Taste is a property of food that combines appearance, smell, taste, surface, and temperature. Taste is an important factor in making a food product because consumers will prefer to buy food products that taste good, are delicious, are delicious when consumed, and are addictive (Arifin & Setyaningrum, 2022). Everyone's tastes are of course different from other people's (Maimunah, 2019).…”

“…References: (Fasya & Rahwana, 2020), (Suherman, 2020), (Darmayanti & Indayani, 2023). Brand perception is one of the factors in consumer choice (Arifin & Setyaningrum, 2022), (Gunawati, 2022), (Pasaribu, 2022), and (Waluyo et al, 2023). This study aims to determine the relative importance of price, taste, and brand image in consumer decisions to buy Mie Sedaap Ayam Bakar Limau (Figure 1).…”

Keputusan Pembelian: Label Halal, Citra Merek Dan Kualitas Pelayanan (Studi Kasus KFC Giant Pekanbaru)

“…Penelitian oleh (Suryantari, 2022), menunjukkan bahwa citra merek dan kualitas layanan mempengaruhi keputusan pembelian. (Rozjiqin and Ridlwan, 2022), dalam penelitiannya menyatakan bahwa label halal dan citra merek berpengaruh positif terhadap keputusan pembelian konsumen.…”

“…Hasil penelitian ini sejalan dengan penelitian yang dilakukan oleh (Suryantari, 2022) yang menyatakan bahwa citra merek dan kualitas layanan berpengaruh terhadap keputusan pembelian. (Rozjiqin and Ridlwan, 2022)…”