ANALISIS PENGARUH LABELISASI HALAL DAN HARGA PRODUK TERHADAP MINAT PEMBELIAN PRODUK MAKANAN DAN MINUMAN DI KALANGAN SISWA/SISWI MADRASAH ALIYAH TANWIRIYYAH CIANJUR
DOI:
https://doi.org/10.62495/jes.v2i1.73Keywords:
Halal labeling, price, purchase intention, food and beverage products, students of MA Tanwiriyyah CianjurAbstract
This research aims to determine the influence of halal labeling and price on the purchase intention of food and beverage products among the students of MA Tanwiriyyah Cianjur. Halal labeling is an important factor for Muslim consumers in ensuring that the products they consume comply with Islamic law, while price is one of the aspects that determine purchasing decisions. This study uses a quantitative method with a survey approach.
Data were collected through a questionnaire distributed to 30 respondents, who are students of MA Tanwiriyyah Cianjur. The results of the study show that halal labeling has a significant effect on the purchase intention of food and beverage products. This indicates that the clearer the halal label displayed on the product, the higher the students' intention to purchase it. In addition, price also has a significant influence on purchase intention. Products with more affordable prices tend to increase purchase interest among the students. In conclusion, halal labeling and price together have a significant effect on the purchase intention of food and beverage products among the students of MA Tanwiriyyah Cianjur. Therefore, producers and sellers are expected to pay more attention to halal labeling and appropriate pricing to increase purchase intention among young consumers.