PENGARUH SERTIFIKASI HALAL DAN KESADARAN HALAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK MAKANAN DAN MINUMAN DI CW COFFEE SAMBAS

Ewit; Oskar Hutagaluh; Sulastri

Ewit Universitas Sultan Muhammad Syafiuddin Sambas
Oskar Hutagaluh Universitas Sultan Muhammad Syafiuddin Sambas
Sulastri Universitas Sultan Muhammad Syafiuddin Sambas

Keywords: halal certification, halal awareness, purchasing decisions

Abstract

The rapid growth of the food and beverage industry requires business actors to pay greater attention to product halalness, especially for Muslim consumers. Halal certification serves as a formal guarantee of product compliance with Islamic law and enhances consumer trust. Meanwhile, halal awareness reflects the level of consumers’ understanding and concern regarding the importance of consuming halal products. Both factors play a significant role in influencing purchasing decisions, although differences in awareness levels may lead to variations in consumer behavior.

This study aims to analyze the influence of halal certification and halal awareness on purchasing decisions at CW Coffee Sambas. The research adopts a quantitative approach with a field research method, involving 100 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed with IBM SPSS Statistics 2023, including validity, reliability, normality, multiple linear regression, t-test, and F-test.

The results indicate that halal certification has a positive and significant effect on purchasing decisions, with a coefficient of 0.580 and a t-value of 5.145. Halal awareness also shows a positive and significant effect, with a coefficient of 0.380 and a t-value of 3.064. Simultaneously, both variables significantly influence purchasing decisions. Therefore, improving halal certification and consumer awareness can effectively encourage purchasing decisions

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