THE INFLUENCE OF HALAL CERTIFICATION, BRAND IMAGE, AND RELIGIOUS COMMITMENT ON PURCHASE DECISION OF HALAL FOOD PRODUCTS IN MEDAN CITY
DOI:
https://doi.org/10.47652/mjeb.v1i1.896Keywords:
Halal Certification, Brand Image, Religious Commitment, Purchase Decision, Halal Food Products, Islamic Marketing.Abstract
This study examines the influence of halal certification, brand image, and religious commitment on purchase decisions of halal food products among consumers in Medan City, Indonesia. Using a quantitative approach, data was collected from 200 Muslim consumers through structured questionnaires employing purposive sampling technique. The data was analyzed using Multiple Linear Regression Analysis with SPSS software. The results indicate that halal certification, brand image, and religious commitment simultaneously and partially have a significant positive influence on purchase decisions of halal food products. Religious commitment shows the strongest influence, followed by halal certification and brand image. The findings suggest that halal food producers and marketers in Medan should emphasize halal certification authenticity, build strong brand equity, and align their marketing strategies with religious values to enhance consumer purchase decisions. This study contributes to the growing body of knowledge on Islamic marketing and consumer behavior in the context of Indonesian Muslim consumers
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