THE EFFECT OF HALAL CERTIFICATION, HALAL AWARENESS AND PRICE ON MUSLIM CONSUMER PURCHASE INTENTION IN MIXUE PRODUCTS

Authors

  • Afifah Nabila Afdhalia Faculty of Economics and Business, University of Brawijaya, Indonesia
  • Ika Khusnia Anggraini Faculty of Economics and Business, University of Brawijaya, Indonesia

DOI:

https://doi.org/10.30631/innovatio.v24i2.221

Keywords:

Halal Certification; Halal Awareness; Price; Purchase Interest; Mixue

Abstract

This research aims to determine the effect of halal certification, halal awareness and price on consumer purchasing interest in Mixue products. This research uses a quantitative approach with a binary logistic regression method using primary data. The population in this study is the Muslim community in Malang aged 17-65 years who know or have consumed Mixue products. The sample was determined using a side purposive technique. The data collection method was carried out by distributing questionnaires which were measured using a Likert scale for the independent variable and a Guttman scale for the dependent variable. The results of the analysis show that when the number of halal certifications increases, consumer interest in buying Mixue will also increase. Then halal awareness is a very crucial variable to encourage an increase in interest in buying Mixue and when prices increase, consumers' demand to buy Mixue products will decrease. It is hoped that this research can become a reference for governments and industry players as evaluation material in increasing consumer buying interest in halal food and beverage products.

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Published

2025-05-02

Issue

Vol. 24 No. 2 (2024): Vol. 24 No. 2

Section

Articles

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