The Effect of Halal Certification, Halal Awareness and Product Knowledge on Purchase Decisions for Halal Fashion Products

Arif Afendi*  -  UIN Walisongo Semarang, Indonesia

(*) Corresponding Author

In this modern era, many companies produce fashion products labeled halal to increase sales value and increase public awareness about the importance of buying products tagged halal according to religious law. This study aims to examine the effect of halal certification, halal awareness and product knowledge on purchasing decisions for halal fashion products and provide a perspective on the importance of using halal products in society. This article type of research is quantitative; this journal's research data were obtained from 100 respondents who used halal fashion products in Semarang. The research data were analyzed using multiple linear regression. This article's research shows that halal certification has a positive but insignificant effect on fashion products' purchasing decisions labeled halal. Halal awareness has a positive and significant impact on product purchasing decisions. Product knowledge also has a positive and significant effect on purchasing decisions.

  1. Afendi, A. (2019). Peran Green Trust Dalam Memediasi Pengaruh Green Perceived Value Dan Green Perceived Quality Terhadap Green Purchase Behavior. Optimum, 9(1).
  2. Ahmad, N. A., Abaidah, T. N. T., & Yahya, M. H. A. (2013). A study on halal food awareness among Muslim customers in Klang. 1073–1087.
  3. Aini, N., Ardiani, F., & Hanastiana, M. R. (2020). Halal Food Industry : Challenges And Opportunities In Europe. Journal of Digital Marketing and Halal Industry, 2(1), 43–54.
  4. Aliman, N.K. dan Othman, M. . (2007). Purchasing Local and Foreign Brands: What Product Attributes Metter? Proceedings of the 13th Asia Pacific Management Conference, Melbourne, Australia, 400–411.
  5. Amalia, F. (2019). The Role of Religiosity on Halal Product Purchasing Decision Case Study : Wardah Cosmetics. Journal of Digital Marketing and Halal Industry, 1(1), 19–24. https://doi.org/10.21580/jdmhi.2019.1.1.4774
  6. Ashari, M. (2019). Pengaruh Pengetahuan Produk Dan Sertifikasi Halal Terhadap Keputusan Pembelian Produk Farmasi Di Desa Mojorejo Kecamatan Kebonsari Kabupaten Madiun. Universitas Islam Negeri Sunan Ampel Surabya.
  7. Aziz Y.A. dan Vui C.N. (2013). NoThe Role of Halal Awareness, Halal Certification, and Marketing Components in Determining Halal Purchase Intention Among Non-Muslims in Malaysia: A Structural Equation Modeling Approach Title. Journal of International Food and Agribusiness Marketing, 25(1), 1–23.
  8. Boyd, Walker, L. (2000). Manajemen Pemasaran Suatu Pendekatan Strategis dengan Orientasi Global (2nd ed.). Erlangga.
  9. Departemen Agama RI. (2008). Al Qur’an dan terjemahan. Diponegoro.
  10. Fataron, Z. A., & Rohmah, H. (2019). Effect Analysis of Trust, Ease, Information Quality, Halal Product on Online Purchase Decision of 2016-2018 Batch Students of Islamic Economics Study Program in UIN Walisongo at Shopee Marketplace. Journal of Digital Marketing and Halal Industry, 1(1), 1–18. https://doi.org/10.21580/jdmhi.2019.1.1.4772
  11. Hawa. (2007). Label Halal. Islahi.
  12. Kotler dan Armstrong. (2000). Dasar-dasar Pemasaran. Prenhallindo.
  13. Lin, N & Lin, B. (2007). The Effect of Brand Image and Product Knowledge on Purchase Intention Moderated by Price Discount. Journal of International Management Studies.
  14. Mubarok, F. K., & Imam, M. K. (2020). Halal Industry in Indonesia ; Challenges and Opportunities. Journal of Digital Marketing and Halal Industry, 2(1), 55–64.
  15. Peter J. Paul dan Jerry C. Olson. (2014). Perilaku Konsumen dan Strategi Pemasaran. Salemba Empat.
  16. Rahmawati, V. (2014). Pengaruh Atribut Produk dan Label Halal sebagai ariabel Moderating terhadap Keputusan Pembelian Produk Kosmetik Wardah di Kota Semarang. Jurnal Fakultas Ekonomi Dan Bisnis Universitas Dian Nuswantoro, 1–9.
  17. Rangkuti, F. (2010). Strategi Promosi dan Kreatif. Gramedia Utama.
  18. Salehudin,I.danLuthfi, B. . (2011). Marketing Impact of Halal Labeling toward Indonesian Muslim Consumer's Behavioral Intention. ASEAN Marketing Journal, 3(1).
  19. Shaari, J. A. N. And Arifin, N. S. (2010). Dimensi of Halal Purchase Intention: A Preliminary Study. International Review of Business Research Papers, 6(4), 444–456.
  20. Suryani, T. (2008). Perilaku Konsumen Implikasi pada Strategi Pemasaran. Graha Ilmu.
  21. Waskito, D. (2015). Pengaruh Sertifikasi Halal, Kesadaran Halal, Dan Bahan Makanan Terhadap Minat Beli Produk Makanan Halal. Uny, 1, 1–12. https://doi.org/10.1017/CBO9781107415324.004
  22. Yunuz M., Rashid W., Ariffin M., & R. M. (2014). Muslim’s Purchase Intention Towards Non-Muslim’s Halal Packaged Food Manufacturer. Procedia – Social And Behavioral Sciences, 145–154.
  23. www.bps.go.id
  24. www.halalmui.org

Open Access Copyright (c) 2020 Journal of Digital Marketing and Halal Industry
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

apps