Halal Awareness dan Halal Brand Image terhadap Purchase Decision Pembersih Muka Kahf
DOI:
https://doi.org/10.65244/jggeconomic.v2i3.1156Keywords:
Halal Awareness, Halal Brand Image, Kahf, Purchase DecisionAbstract
Sertifikasi halal kini lazim pada produk perawatan pria, tetapi penelitian terdahulu belum sepakat apakah Halal Awareness dan Halal Brand Image benar-benar mendorong Purchase Decision, dan kedua variabel itu belum pernah diuji pada konsumen pembersih muka Kahf di Kota Bandung. Penelitian ini bertujuan menganalisis pengaruh kedua variabel tersebut terhadap Purchase Decision pembersih muka Kahf. Desain yang dipakai adalah kuantitatif asosiatif kausal dengan 385 responden pria muslim di Kota Bandung yang dipilih secara purposive sampling; ukuran sampel ditentukan dengan rumus Lemeshow. Data dikumpulkan melalui kuesioner skala Likert lima poin, lalu dianalisis dengan analisis deskriptif, regresi linear berganda, uji parsial, uji simultan, dan koefisien determinasi. Halal Awareness (80,82%), Halal Brand Image (79,53%), dan Purchase Decision (80,45%) berada pada kategori tinggi. Halal Awareness berpengaruh positif dan signifikan terhadap Purchase Decision (t = 2,757; p = 0,006), sedangkan Halal Brand Image memberi pengaruh yang jauh lebih kuat (t = 34,192; p < 0,001; beta = 0,892). Secara simultan keduanya signifikan (F = 1.785,959; p < 0,001) dan menjelaskan 90,3% variasi Purchase Decision. Konsumen membeli Kahf terutama karena percaya pada citra halalnya, sementara kesadaran halal berfungsi sebagai saringan awal yang membuat merek itu layak dipilih.
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