PENGARUH LABEL HALAL DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN
Keywords:
Label Halal, Brand Awareness, Keputusan Pembelian
Abstract
Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh label halal dan brand awareness terhadap keputusan pembelian. Jenis penelitian ini adalah kuantitatif. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Survei menggunakan Google form dengan jumlah responden 100 wanita yang berusia 20-24 Tahun Di Kota Cilegon. Metode analisis menggunakan statistik deskriptif dan inferensial, pengolahan data menggunakan aplikasi Smart Pls 3.2.9. Hasil penelitian menunjukan semua hipotesis diterima.References
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Alam, A., Ratnasari, R. T., Prasetyo, A., Hapnitasari, I., & Rahmawati, E. (2024). Systematic Literature Review On Halal Label Studies Of Halal Tourism. February. Https://Doi.Org/10.18421/Tem131
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Anand, A. (2025). Brand Awareness. March. Https://Doi.Org/10.36948/Ijfmr.2023.V05i03.3571
Aziz, Y. A., & Vui, C. N. (2015). Journal Of International Food & The Role Of Halal Awareness , Halal Certification , And Marketing Components In Determining Halal Purchase Intention Among Non-Muslims In Malaysia : A Structural Equation Modeling Approach. June. Https://Doi.Org/10.1080/08974438.2013.723997
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Ghozali, I. (2015). Aplikasi Analisis Multivariate Dengan Progam Spss. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2020). Aplikasi Analisis Multiverat Dengan Program Spss. Semarang: Undip Press.
Halal, P. L., Halal, K., Religiosity, D. A. N., Keputusan, T., Makanan, P., & Korea, I. (2025). Jcm ( Jurnal Cendekia Manajemen ). July. Https://Doi.Org/10.32503/Jcm.Citations
Information, A. (2025). The Role Of Purchase Intention In Mediating Halal Product. 8(1).
Iyadi, R. C., & Egwuenu, S. (2017). Impact Of Servicescape On Customer Loyalty In The Fast Food Industry In Asaba. 11, 30–45.
Maarif, A. K., & Cahyoningtyas, R. A. (2025). Pengaruh Label Halal Dan Kesadaran Halal Pada Produk Kosmetik Terhadap Keputusan Pembelian Mahasiswa Di Pacitan. 5(2), 11045–11054.
Maulana, I., & Kesuma, T. M. (2025). The Influence Of Brand , Attitude , And Brand Knowledge On Purchase Intention And Its Impact On Purchase Decisions For Organic Food Products In Banda Aceh. 13(08), 9554–9565. Https://Doi.Org/10.18535/Ijsrm/V13i08.Em07
Mihajlovic, M. (2025). Decision-Making Process. July. Https://Doi.Org/10.12709/Mest.13.13.02.14
Mistianingrum, D., & Dermawan, R. (2022). The Effect Of Brand Ambassador And Advertising Taglines On Brand Awareness Of Mie Sedaap Products At Hypermart Lippo Plaza Sidoarjo Pengaruh Brand Ambassador Dan Tagline Iklan Terhadap Brand Awareness Pada Produk Mie Sedaap Di Hypermart Lippo Plaza Sidoarjo. 3(July), 2292–2301.
Nuswantoro, U. D. (2022). The Impact Of Halal Label In Halal. 5(1), 159–176.
Pada, K., Umkm, P., & Kota, D. (2023). Pengaruh Label Halal Dan Kesadaran Halal Terhadap Minat Pembelian. 16(1), 207–215.
Pramana, F. A., Fadhilah, M., & Maharani, B. D. (2024). Loyalitas Merek Dengan Kepercayaan Merek Sebagai. 13(05), 1804–1812.
Pratamasari, V. F., & Sulaeman, E. (2022). Volume . 24 Issue 2 ( 2022 ) Pages 422-432 Forum Ekonomi : Jurnal Ekonomi , Manajemen Dan Akuntansi Issn : 1411-1713 ( Print ) 2528-150x ( Online ) Pengaruh Brand Awareness Dan Brand Image Terhadap Keputusan Pembelian The Influence Of Brand Awareness And Brand Image On Purchasing Decisions. 2(2), 422–432. Https://Doi.Org/10.29264/Jfor.V24i2.10837
R, C. K., & Chandramohan, S. (2024). Brand Awareness : Understanding Its Role In Sales , Consumer Intentions , And Decision Making Abstract : April. Https://Doi.Org/10.5281/Zenodo.12247092
Rektiansyah, R. R., & Auwalin, I. (2022). Analysis Of The Impact Of Halal Awareness And Halal Labels To The Purchase Intention Of Korean Instant Noodles On Adolescents In Sumenep Through Attitude Analisis Dampak Kesadaran Halal Dan Label Halal Terhadap Niat Beli Mie Instan Korea Pada Remaja Di Sumenep Melalui Sikap. 9(5), 600–616. Https://Doi.Org/10.20473/Vol9iss20225pp600-616
Salsabila, M. (2023). Pengaruh Labelisasi Halal , Religiusitas Serta Kesadaran Halal Konsumen Terhadap Keputusan Pembelian. 04(02), 22–28.
Simone, L., Ballerini, J., Santoro, G., & Dabi, M. (2024). Consumer Engagement Through Corporate Social Responsibility Communication On Social Media : Evidence From Facebook And Instagram Bank Accounts Consumer Engagement Through Corporate Social Responsibility Communication On Social Media : Evidence From Facebook And Instagram Bank Accounts. February. Https://Doi.Org/10.1016/J.Jbusres.2023.114433
Studi, J. (2019). Peran Brand Awereness Terhadap Keputusan Pembelian Produk Firda Ramadayanti. 6(2).
Sugiyono. (2015). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, Dan R&D. Alfabeta.
Yunpeng, S., & Khan, Y. A. (2021). Understanding The Effect Of Online Brand Experience On Customer Satisfaction In China : A Mediating Role Of Brand Familiarity Understanding The Effect Of Online Brand Experience On Customer Satisfaction In China : A Mediating Role Of Brand Familiarity. April. Https://Doi.Org/10.1007/S12144-021-01706-7
Alam, A., Ratnasari, R. T., Prasetyo, A., Hapnitasari, I., & Rahmawati, E. (2024). Systematic Literature Review On Halal Label Studies Of Halal Tourism. February. Https://Doi.Org/10.18421/Tem131
Ali, M., & Asrori, M. (2014). Metodologi Dan Aplikasi Riset Pendidikan. Bumi Aksara.
Anand, A. (2025). Brand Awareness. March. Https://Doi.Org/10.36948/Ijfmr.2023.V05i03.3571
Aziz, Y. A., & Vui, C. N. (2015). Journal Of International Food & The Role Of Halal Awareness , Halal Certification , And Marketing Components In Determining Halal Purchase Intention Among Non-Muslims In Malaysia : A Structural Equation Modeling Approach. June. Https://Doi.Org/10.1080/08974438.2013.723997
Ferdinand, A. (2014a). Metode Penelitian Manajemen: Pedoman Penelitian Untuk Penulisan Skripsi Tesis Dan Desrtasi Ilmu Manajemen.
Ferdinand, A. (2014b). Metode Penelitian Manajemen Edisi 5. Semarang: Undip Press.
Ghazali, I., & Latan, H. (2014). Smart Pls. Semarang: Undip Press.
Ghozali, I. (2008). Aplikasi Analisis Multivariate Dengan Program Spss. Semarang: Undip Press.
Ghozali, I. (2015). Aplikasi Analisis Multivariate Dengan Progam Spss. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2020). Aplikasi Analisis Multiverat Dengan Program Spss. Semarang: Undip Press.
Halal, P. L., Halal, K., Religiosity, D. A. N., Keputusan, T., Makanan, P., & Korea, I. (2025). Jcm ( Jurnal Cendekia Manajemen ). July. Https://Doi.Org/10.32503/Jcm.Citations
Information, A. (2025). The Role Of Purchase Intention In Mediating Halal Product. 8(1).
Iyadi, R. C., & Egwuenu, S. (2017). Impact Of Servicescape On Customer Loyalty In The Fast Food Industry In Asaba. 11, 30–45.
Maarif, A. K., & Cahyoningtyas, R. A. (2025). Pengaruh Label Halal Dan Kesadaran Halal Pada Produk Kosmetik Terhadap Keputusan Pembelian Mahasiswa Di Pacitan. 5(2), 11045–11054.
Maulana, I., & Kesuma, T. M. (2025). The Influence Of Brand , Attitude , And Brand Knowledge On Purchase Intention And Its Impact On Purchase Decisions For Organic Food Products In Banda Aceh. 13(08), 9554–9565. Https://Doi.Org/10.18535/Ijsrm/V13i08.Em07
Mihajlovic, M. (2025). Decision-Making Process. July. Https://Doi.Org/10.12709/Mest.13.13.02.14
Mistianingrum, D., & Dermawan, R. (2022). The Effect Of Brand Ambassador And Advertising Taglines On Brand Awareness Of Mie Sedaap Products At Hypermart Lippo Plaza Sidoarjo Pengaruh Brand Ambassador Dan Tagline Iklan Terhadap Brand Awareness Pada Produk Mie Sedaap Di Hypermart Lippo Plaza Sidoarjo. 3(July), 2292–2301.
Nuswantoro, U. D. (2022). The Impact Of Halal Label In Halal. 5(1), 159–176.
Pada, K., Umkm, P., & Kota, D. (2023). Pengaruh Label Halal Dan Kesadaran Halal Terhadap Minat Pembelian. 16(1), 207–215.
Pramana, F. A., Fadhilah, M., & Maharani, B. D. (2024). Loyalitas Merek Dengan Kepercayaan Merek Sebagai. 13(05), 1804–1812.
Pratamasari, V. F., & Sulaeman, E. (2022). Volume . 24 Issue 2 ( 2022 ) Pages 422-432 Forum Ekonomi : Jurnal Ekonomi , Manajemen Dan Akuntansi Issn : 1411-1713 ( Print ) 2528-150x ( Online ) Pengaruh Brand Awareness Dan Brand Image Terhadap Keputusan Pembelian The Influence Of Brand Awareness And Brand Image On Purchasing Decisions. 2(2), 422–432. Https://Doi.Org/10.29264/Jfor.V24i2.10837
R, C. K., & Chandramohan, S. (2024). Brand Awareness : Understanding Its Role In Sales , Consumer Intentions , And Decision Making Abstract : April. Https://Doi.Org/10.5281/Zenodo.12247092
Rektiansyah, R. R., & Auwalin, I. (2022). Analysis Of The Impact Of Halal Awareness And Halal Labels To The Purchase Intention Of Korean Instant Noodles On Adolescents In Sumenep Through Attitude Analisis Dampak Kesadaran Halal Dan Label Halal Terhadap Niat Beli Mie Instan Korea Pada Remaja Di Sumenep Melalui Sikap. 9(5), 600–616. Https://Doi.Org/10.20473/Vol9iss20225pp600-616
Salsabila, M. (2023). Pengaruh Labelisasi Halal , Religiusitas Serta Kesadaran Halal Konsumen Terhadap Keputusan Pembelian. 04(02), 22–28.
Simone, L., Ballerini, J., Santoro, G., & Dabi, M. (2024). Consumer Engagement Through Corporate Social Responsibility Communication On Social Media : Evidence From Facebook And Instagram Bank Accounts Consumer Engagement Through Corporate Social Responsibility Communication On Social Media : Evidence From Facebook And Instagram Bank Accounts. February. Https://Doi.Org/10.1016/J.Jbusres.2023.114433
Studi, J. (2019). Peran Brand Awereness Terhadap Keputusan Pembelian Produk Firda Ramadayanti. 6(2).
Sugiyono. (2015). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, Dan R&D. Alfabeta.
Yunpeng, S., & Khan, Y. A. (2021). Understanding The Effect Of Online Brand Experience On Customer Satisfaction In China : A Mediating Role Of Brand Familiarity Understanding The Effect Of Online Brand Experience On Customer Satisfaction In China : A Mediating Role Of Brand Familiarity. April. Https://Doi.Org/10.1007/S12144-021-01706-7
Published
2025-12-30
How to Cite
Afriani Fitriyah. (2025). PENGARUH LABEL HALAL DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN. Journal of Social and Economics Research, 7(2), 868-878. https://doi.org/10.54783/jser.v7i2.1102
Section
Articles
