Influence of Halal Awareness, Islamic Branding, Celebrity Endorsers and Israel Product Boicots on E-Commerce Product Purchase Decisions (Study of Lecturers and Staff of Sulthan Thaha Saifuddin Jambi State Islamic University)
Article Sidebar
Main Article Content
Abstract
This research aims to determine the influence of Halal Awareness, Islamic Branding, Celebrity Endorser, and Boycott of Israeli Products on product purchasing decisions in e-commerce by UIN STS Jambi Lecturers and Staff. The population used in this research was UIN STS Jambi Lecturers and Staff, totaling 901 people. The sampling technique in this research was Probability Sampling technique using the Krejcie and Morgan counting technique with a total sample or respondents of 160 people. The method used in this research is a quantitative method with primary data, namely distributing questionnaires and observations. In calculating and analyzing data, researchers utilized the SemPLS 4.0 program . The results of this research show that Halal Awareness has a positive and significant effect on purchasing decisions because of the high halal awareness of respondents. Islamic Branding has a positive and significant effect on purchasing decisions because it can influence the image and credibility of the product. Celebrity Endroser has a positive and significant effect on purchasing decisions because it can increase the attractiveness of the product. Boycotting Israeli products has a negative and insignificant effect on product purchasing decisions because with a boycott of Israeli products consumers will be more careful. The hope is that producers can improve the Islamic and halal aspects of their products, as well as make maximum use of the presence of celebrity endorsers and always maintain a good image of the product.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Book
Abdul Azis Dahlan. Ensiklopedi Hukum Islam. Jakarta: PT. Ictiar Baru, 2019.
Dedi Rianto Rahadi. Pengantar Partial Least Squares Structural Equation Model (PLS-SEM). Tasikmalaya: Lentera Ilmu Madani, 2023.
Edwin Zusrony. Perilaku Konsumen di Era Moderen. Semarang: Yayasan Prima Agus Teknik, 2020.
Fauziyah, R. Adang Nofandi, dkk. Survei Sadar Halal Generasi Muslim Milenial. Jakarta: LitbangDiklat Press, t.t.
Shciffman dan Kanuk. Integrated Marketing Communication in Adversting and Promotion. New York: McGraww Hill, 2007.
Journal
Aryanti Muhtar Kusuma. “Pengaruh Islamic Branding, Kulitas Product, dan Lifestyle Terhadap Minat Pembelian Produk SkinCare Pada Generasi Millenial di Kabupaten Kudus.” Vo. 8 No.2 (2020).
Bela Pratiwi dkk. “Aanalisis Pengaruh Inention to Boikot Pada Konsumen Produk Prancis di Indonesia” Jurnal Bisnis, Manajemen, dan Keuangan Vol.2 (1) (2021).
Budi Suryowati. “Label Halal, Kesadaran Halal, Religiusitas dan Minat Beli Produk Kosmetik Halal” Jurnal Kompleksitas Vol.9 No.1 (Juni 2020).
Gina Eka Putri. “Faktor-Faktor Mempengaruhi Keputusan Pembelian Produk Fashion Secara Online Melalui E-Commerce.” Jurnal Ekonomi Bisnis Vol.1 (1) (2020).
Ikhsan Faozi dan SB Handayani. “Analisa Keputusan Pembelian Yang di Pengaruhi Harga Promosi dan Kualitas Pelayanan Pada PT Bina Pertiwi Semarang. Jurnal Ekonomi Manajmen dan Akuntansi” Vol 4 No.7 (2019).
Juliana dkk. “Halal Awareness : Pengaruhnya Terhadap Keputusan Pembelian Konsumen Shopee Dengan Religiositas Sebagai Variabel Moderasi” Vol.13 (2) (Juli 2022).
Juniawati. “Kesadaran Halal dan Religiusitas Individu Dalam Keputusan Pembelian Makanan” Vol.1, No.1 (2020).
Muhammad Ilham dan Firdaus. Islamic Branding dan Religiusitas. Kepulauan Riau: Stain Sar, 2019.
Nadira Novianti. “Pengaruh Halal Awareness, Pendapatan, dan Harga Terhadap Keputusan Pembelian Makanan Halal MUI. Jurnal Ilmiah Brawijaya” Vol. 2 (2021).
Nur Faziah Ardianto. “Pengaruh Celebrity Endorser dan Brand Image Pada Proses Keputusan Pembelian” Jurnal Manajemen Analisis Vol. 5 No. 2 (2016).
Premi Wahyu Widyaningrum. “Pengaruh Label Halal Dan Celebrity Endorser Terhadap Keputusan Pembelian (Survei Konsumen Wardah Ponorogo)” Jurnal Ekonomi Syari’ah Vol.6 No.2 (Desember 2016).
Sa’diyah El Adawaiyah. “Islamic Branding Dalam Ekonomi Syari’ah.” Jurnal Al-Tsarawih Vol.4 No,1 (Juni 2021).
Sri Rahmawati Isnaini Ginting. “Pengaruh Sertifikasi Halal, Kesadaran Halal, Kualitas Produk dan Harga Terhadapp Minat Beli Konsumen” Jurnal Emba Riview, Vol.2.No.2 (t.t.).
Survei Awal Penelitian, t.t.