Marketing strategies and halal labels on Non-Food Products in Indonesia
DOI:
https://doi.org/10.33096/jmb.v11i2.658Keywords:
product, price, place, promotion, Purchase DecisionAbstract
For Muslims, whether a product is haram or halal is fundamental and very important. The halal label on a product can now be categorized as an important thing due to the high number of Muslim populations in the world. This increase is accompanied by increasing awareness of consuming halal products, especially in Indonesia. Apart from food products, the halal label has also become a trend for other non-food products, such as cosmetics, medicines, toiletries, perfume, etc. This research aims to determine the relationship between marketing mix variables and halal labels on purchasing decisions for non-halal products in Indonesia, either partially or simultaneously. This research used a sample of 100 Muslims spread throughout Indonesia. Data collected in the form of a questionnaire was analyzed using multiple linear regression analysis with the help of the SPSS application. The research results show that partially, the product, place and halal label variables have a positive and significant effect on purchasing decisions, while price and promotion have no effect. However, when all variables were tested together, the results were found to have a positive and significant effect.
Downloads
References
A’YUNIN, F. (2018). ANALISIS STRATEGI PEMASARAN PRODUK HALAL DALAM UPAYA MENJAGA LOYALITAS KONSUMEN (Studi Kasus Pada Perusahaan Kue Geti UD Primadona Tulungagung).
AFIFAH, E. L. A. N. U. R. (2019). STRATEGI PEMASARAN DALAM MENINGKATKAN PENJUALAN PADA UKM YANG TELAH BERSERTIFIKASI HALAL MENURUT PERSPEKTIF EKONOMI ISLAM (Studi pada Usaha Home Industri Kelapa Lestari, Blitar).
Al Badi, K. S. (2018). The impact of marketing mix on the competitive advantage of the SME sector in the Al Buraimi Governorate in Oman. SAGE Open, 8(3), 2158244018800838.
Anjani, H. D., Irham, I., & Waluyati, L. R. (2018). Relationship of 7P marketing mix and consumers’ loyalty in traditional markets. Agro Ekonomi, 29(2), 261–273.
Brkanlić, S., Sánchez-García, J., Esteve, E. B., Brkić, I., Ćirić, M., Tatarski, J., … Petrović, M. (2020). Marketing mix instruments as factors of improvement of students’ satisfaction in higher education institutions in republic of serbia and Spain. Sustainability, 12(18), 7802.
Bulan, T. P. L., Fazrin, K., & Rizal, M. (2017). Pengaruh label halal dan bonus dalam kemasan terhadap keputusan pembelian pada produk kinder joy pada masyarakat kota Langsa. Jurnal Manajemen Dan Keuangan, 6(2), 729–739.
Korowa, E., Sumayku, S., & Asaloei, S. (2018). Pengaruh kelengkapan produk dan harga terhadap pembelian ulang konsumen (studi kasus Freshmart Bahu Manado). Jurnal Administrasi Bisnis (JAB), 6(003).
Kotler, P., & Keller, K. L. (2009). Marketing management (13th ed.). In Prentice Hall.
Kotler, P., & Keller, K. L. (2012). Principles Of Marketing Kotler 14th Edition Pearson. In Pearson Education Limited, Essex, England.
Maltio, M., & Wardi, Y. (2019). The influence marketing mix, islamic tourism and satisfaction to visitor loyalty: A literature review. 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018), 118–126. Atlantis Press.
Manafe, J. D., Setyorini, T., & Alang, Y. A. K. (2018). Influence of implementation on mix promotion model strategy towards tourist visitation in Indonesia. International Research Journal of Management, IT and Social Sciences, 5(6), 26–39.
Maro’ah, S. (2019). THE IMPLEMENTATION OF COMMUNITY ECONOMIC DEVELOPMENT PROGRAM THROUGH PROCUREMENT OF SNACK PRODUCTION MACHINERY AT THE JABON BAITUSSALAM FOUNDATION IN SIDOARJO BASED ON SHARIA MARKETING MIX. E-PROSIDING, 110.
Mowen, J., Michael, M., & Kartini, D. Y. (2002). Perilaku Konsumen. Erlangga, Jakarta.
Naseri, R. N. N. (2021). An Overview Of Online Purchase Intention Of Halal Cosmetic Product: A Perspective From Malaysia. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(10), 7674–7681.
Nasirun, N., Noor, S. M., Sultan, A. A., & Haniffiza, W. (2019). Role of marketing mix and halal certificate towards purchase intention of agro based products. International Journal, 2(7), 37–46.
Putri, H. M., Dachyar, M., & Nurcahyo, R. (2021). Measuring service quality of halal certification in Indonesia food industry using Fuzzy-SERVQUAL method for service quality improvement. Proceedings of the International Conference on Industrial Engineering and Operations Management, 34, 1782–1791.
Sahir, S., Fahlevi, M., Kasbuntoro, K., & Sutia, S. (2021). Effect of halal food management system certification on buying interest of Indonesian consumer goods. Uncertain Supply Chain Management, 9(3), 731–738.
Setyaningsih, E. D., & Marwansyah, S. (2019). The effect of halal certification and halal awareness through interest in decisions on buying halal food products. Syiar Iqtishadi: Journal of Islamic Economics, Finance and Banking, 3(1), 65–79.
Shamami, R. B., & Kheiry, B. (2019). The effect of marketing mix and after sales service toward brand equity. Journal of Economics, Business, and Accountancy Ventura, 22(1), 123–136.
Siripipatthanakul, S., & Chana, P. (2021). Service Marketing Mix (7Ps) and Patient Satisfaction in Clinics: A Review Article. International of Trend in Scientific Research and Development, 5 (5), 842–850.
Sudari, S., Tarofder, A., Khatibi, A., & Tham, J. (2019). Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products. Management Science Letters, 9(9), 1385–1396.
Syukur, M., & Nimsai, S. (2018). Factors influencing the purchase intention of halal packaged food in Thailand. Int. J Sup. Chain. Mgt Vol, 7(4), 1–6.
Thabit, T., & Raewf, M. (2018). The evaluation of marketing mix elements: A case study. International Journal of Social Sciences & Educational Studies, 4(4).
Tjiptono, F. (2008). Strategi Pemasaran, Edisi III. CV. Andi Offset.
Widyaningrum, P. W. (2019). Pengaruh Label Halal, Kesadaran Halal, Iklan, dan Celebrity Endorser terhadap Minat Pembelian kosmetik melalui variabel Persepsi sebagai Mediasi (Studi Pada Civitas Akademika Universitas Muhammadiyah Ponorogo). Capital: Jurnal Ekonomi Dan Manajemen, 2(2), 74–97.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Jurnal Manajemen Bisnis
This work is licensed under a Creative Commons Attribution 4.0 International License.
