Wardani, Rahma (2025) HALAL LABEL AND PRICE AS DETERMINANT OF FOOD PURCASING DECISIONS (EMPIRICAL EVIDENCE FROM GONTOR FOR GIRLS 1 MARKET). S1 Undergraduate thesis, Universitas Darussalam Gontor.

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Abstract

This study aims to analyze the effect of halal labels and prices on food purchasing decisions for Gontor for Girls 1 students using a quantitative approach. Muslim consumers value the halal label, as it ensures the product is halal. However, the price has an impact on how attractive and easy it is for consumers to buy products. This study used a sample of 357 female students selected using the non-probability sampling method. Data collection was carried out through a structured questionnaire that had been tested for validity and reliability. The analysis process includes classical assumption tests, such as normality, multicollinearity, and heteroscedasticity tests, such as multiple linear regression analysis to test the relationship between independent variables (halal label and price) on the dependent variable (purchase decision). Hypothesis testing is done through the t test to determine the partial effect, and the F test to determine the simultaneous effect of the two independent variables. The results showed that the halal label has a positive and significant influence on food purchasing decisions, which indicates the importance of consumer confidence in the halalness of the product. In addition, price also has a significant influence, where consumers tend to choose products at prices that match their quality and purchasing power. Simultaneously the halal label and price have a significant influence on purchasing decisions, as evidenced by the results of the F test. Halal certificates should be emphasized by food producers as a main strategy to attract Muslim consumers, as suggested by this study. Thus, producers can increase the competitiveness of their products in the market, especially for consumer segments such as Gontor for Girls 1 students.

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