Pengaruh Logo Halal Terhadap Preferensi Pembelian Roti Pada Konsumen Papa Cookies
DOI:
https://doi.org/10.29408/jpek.v10i2.36228Keywords:
Purchasing Decision, Halal Products, Customer Preferences, Conjoint AnalysisAbstract
This study aims to identify consumers’ reasons, objectives, and expectations in purchasing halal-labeled bread and to analyze the factors influencing consumers’ purchasing decisions at Papa Cookies Cake and Bakery Mojokerto. This research employed a quantitative descriptive method with a survey approach. The sampling technique used accidental sampling involving 80 consumers as respondents. Data were collected through questionnaires, observations, and documentation, and analyzed using descriptive analysis and conjoint analysis. The results showed that consumers purchased halal-labeled bread mainly due to halal assurance, product quality, and food safety. Consumers’ objectives included practicing Islamic teachings, obtaining inner satisfaction, and consuming nutritious and beneficial products. Consumer expectations included halal certainty, consistent product quality, halal certification, and business sustainability. The conjoint analysis revealed that psychological factors were the most dominant factors influencing purchasing decisions with an importance value of 21.23%, followed by social factors 20.62%, individual factors 20.51%, cultural factors 19.87%, and purchasing preferences 17.76%. The findings indicate that consumers’ purchasing decisions are influenced by both internal and external factors, particularly trust in halal labels
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