PENGARUH LABELISASI HALAL DAN HARGA PADA MAKANAN OLAHAN IMPOR TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI CIBINONG KABUPATEN BOGOR

Abstrak

Penelitian ini dilatarbelakangi oleh meningkatnya konsumsi makanan olahan impor (frozen food) di Cibinong, Kabupaten Bogor, yang belum sepenuhnya diimbangi kepastian sertifikasi halal, sementara penelitian di wilayah semi-urban masih terbatas. Penelitian ini bertujuan menganalisis pengaruh labelisasi halal dan harga secara parsial dan simultan terhadap keputusan pembelian konsumen pada makanan olahan impor di Cibinong. Metode yang digunakan adalah kuantitatif kausal. Data primer dikumpulkan melalui kuesioner daring (Google Form) dari 100 responden yang diambil menggunakan rumus Slovin dengan persentase kesalahan 10% dari populasi masyarakat Cibinong sebanyak 376.700 orang. Analisis data menggunakan metode regresi linear berganda dengan perangkat lunak IBM SPSS versi 25 setelah melalui uji asumsi klasik. Hasil penelitian menunjukkan labelisasi halal dan harga berpengaruh positif dan signifikan secara parsial terhadap keputusan pembelian dengan nilai (t hitung) masing-masing sebesar 2,834 dan 6,943. Variabel harga menjadi pertimbangan utama dan lebih dominan. Secara simultan, labelisasi halal dan harga berpengaruh signifikan dengan nilai (f hitung) sebesar 45,527 dan signifikansi 0,000. Koefisien determinasi (R Square) sebesar 0,467 menunjukkan bahwa 46,7% variasi keputusan pembelian dijelaskan oleh labelisasi halal dan harga, sementara 53,3% dipengaruhi faktor lain. Kesimpulannya, labelisasi halal dan harga secara parsial dan simultan berpengaruh positif dan signifikan terhadap keputusan pembelian, dengan harga sebagai faktor paling dominan.

This research is motivated by the increasing consumption of imported processed foods (frozen food) in Cibinong, Bogor Regency, which has not been fully balanced by the certainty of halal certification, while research in semi-urban areas is still limited. This study aims to analyze the influence of halal labeling and price partially and simultaneously on consumer purchase decisions on imported processed foods in Cibinong. The method used is causal quantitative. Primary data was collected through an online questionnaire (Google Form) from 100 respondents taken using the Slovin formula with an error percentage of 10% from the Cibinong community population of 376,700 people. Data analysis used multiple linear regression method with IBM SPSS software version 25 after going through classical assumption tests. The results showed that halal labeling and price had a positive and partially significant effect on purchase decisions with values (t calculated) of 2,834 and 6,943, respectively. Price variables are the main and more dominant considerations. Simultaneously, halal labeling and price had a significant effect with a value (F calculated) of 45.527 and a significance of 0.000. The coefficient of determination (R Square) of 0.467 showed that 46.7% of the variation in purchase decisions was explained by halal labeling and price, while 53.3% was influenced by other factors. In conclusion, halal labeling and price partially and simultaneously have a positive and significant effect on purchase decisions, with price as the most dominant factor.