The influence of halal labels and marketing mix on purchase decisions for Kopi Kenangan online food delivery in Jabodetabek area, Indonesia
DOI:
https://doi.org/10.29244/hass.2.2.11-14Keywords:
halal label, marketing mix, online food delivery, PLS-SEM, purchase decisionAbstract
Indonesia is increasing its coffee production and consumption rates annually, leading to the proliferation of coffee shops in Jabodetabek and prompting competitors to necessitate online food delivery. Therefore, this research aimed to determine the influence of the halal label and marketing mix comprising product, price, place, and promotion, on online food delivery purchasing decisions for Kopi Kenangan in Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek) Area, a metropolitan region including satellite cities and major business centers. The analysis used a quantitative method with purposive sampling, including 151 Muslim respondents aged 13–40 years who had purchased Kopi Kenangan products online. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results showed that product and promotion variables significantly influenced purchasing decisions for Kopi Kenangan products. In contrast, the halal label and location showed a positive but insignificant influence, and price exhibited a negative and insignificant influence.
References
Adiningrum L, Yunanda F, Angelita T, Mulyaningsih S, Puspa T. Analisis Strategi Bisnis Kedai Kopi Coffee Latar. Jurnal Ekonomi Trisakti. 2022;2(2):391-404. https://doi.org/10.25105/jet.v2i2.14360
Agusty LE, Muttaqin AA. Analisis Pengaruh Label Halal, Kesadaran Halal, dan Persepsi atas Produk Halal dalam Pembelian Kosmetik Halal. Islamic Economics and Finance in Focus. 2022;1(4). https://doi.org/10.21776/ieff.2022.01.4.08
Assadin SD. Analisis Faktor Pengaruh Keputusan Pembelian Kopi Kenangan oleh Mahasiswa Ekonomi Pembangunan Universitas Trisakti. Jurnal Ekonomi Trisakti. 2023;3(1):259-268. https://doi.org/10.25105/jet.v3i1.15405
Herlyana E. Fenomena coffee shop sebagai gejala gaya hidup baru kaum muda. Thaqafiyyat. 2012;13(1):188-204.
Hair Jr JF, Hult GTM, Ringle CM, Sarstedt M, Danks NP, Ray S. Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. Springer Nature; 2021. https://doi.org/10.1007/978-3-030-80519-7
Hair JF, Black WC, Babin BJ, Anderson RE. Multivariate Data Analysis. 7th ed. Upper Saddle River: Pearson Education; 2014.
Intania H, Syarief N, Suharyati S. Analisis marketing mix terhadap keputusan pembelian Starbucks Coffee di Jakarta. Konferensi Riset Nasional Ekonomi Manajemen dan Akuntansi. 2021;2(1):1457-1470.
[ICO] International Coffee Organization. Historical data total production by all exporting countries [internet]. 2019 [accessed 13 October 2023]. Available from: http://www.ico.org/prices/po-production.pdf
Kotler P, Armstrong G. Prinsip-Prinsip Pemasaran. Edisi 15. Jakarta: Erlangga; 2014.
Kotler P, Armstrong G. Prinsip-prinsip Pemasaran. Edisi 13 Jilid 1. Jakarta: Erlangga; 2016.
Kotler P, Armstrong G. Principles of Marketing. 14th ed. New Jersey: Prentice Hall; 2012.
Kopi Kenangan. Outlets - Kopi Kenangan [internet]. 2023 [accessed 16 October 2023]. Available from: https://kopikenangan.com/outlets
[LPPOM MUI] Lembaga Pengkajian Pangan, Obat-obatan, dan Kosmetik Majelis Ulama Indonesia. Tentang Produk Halal [internet]. 2023 [accessed 18 October 2023]. Available from: https://halalmui.org/tentang-produk-halal/
Lovelock C, Wirtz J. Pemasaran Jasa Perspektif. Edisi 7. Jakarta: Erlangga; 2011.
Martauli ED, Gracia S. Analisa komoditas unggulan sektor pertanian dataran tinggi Sumatera Utara. Jurnal AGRIFOR. 2021;Vol XX No 1. https://doi.org/10.31293/agrifor.v20i1.5055
Populix. Gen Z & Milenial Report [internet]. 2023 [accessed 8 January 2023]. Available from: https://info.populix.co/product/consumer-trend-report/download?report=populix-popvoice-gen-z-and-millennials-report-q1-2023
Putri ND, Hermawan A. Anteseden dari loyalty pada food delivery apps di Jabodetabek. Jurnal Ilmiah Indonesia. 2022;7(9). p-ISSN: 2541-0849.
Robiah F. Marketing Hebat Ala Rasulullah SAW. Solo: PT Tiga Serangkai Pustaka Mandiri; 2017.
Santoso S. Statistik Multivariat Edisi Revisi. Jakarta: Elex Media Komputindo; 2014.
Sadewa AS, Agustang A, Pertiwi N. Model Pengelolaan Air Bersih Berbasis Masyarakat yang Berwawasan Lingkungan di Kota Makassar / Clean Water Management Model Based on Community-Based Environment. Jurnal Ilmiah Mandala Education. 2022;8(2). https://doi.org/10.58258/jime.v8i2.2828
Sulastriningsih RD, Dewi SWK, Komalasari Y, Mauliana P, Firmansyah R, Hunaifi N. Analisis implementasi online food delivery (OFD) sebagai strategi pemasaran digital di Food Court Tjendana Food Point. Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan. 2023;3(2):293-304. https://doi.org/10.55606/jimek.v3i2.1740
Schiffman LG, Kanuk LL. Perilaku Konsumen. Jakarta: Indeks; 2014.
Top Brand Index. Komparasi Brand Index [internet]. 2023 [accessed 27 November 2022]. Available from: https://www.topbrand-award.com/komparasi_brand
Utami HN, Kamilia N. Persepsi Konsumen Thematic Coffee House terhadap Merek, Kualitas Produk dan Pelayanan serta Nilai Pelanggan Produk Kopi Lokal (Survei Konsumen Filosofi Kopi Jakarta Selatan). Jurnal Ilmu Sosial dan Humaniora. 2017;6(1):60. https://doi.org/10.23887/jish-undiksha.v6i1.9870
We Are Social. Digital 2021: Global Digital Insights 2021 [internet]. 2021 [accessed 15 October 2023]. Available from: https://wearesocial.com/uk/blog/2021/01/digital-2021-the-latest-insights-into-the-state-of-digital/
Zysman J, Nitzberg M. Governing AI: Understanding the Limits, Possibility, and Risks of AI in an Era of Intelligent Tools and Systems. SSRN Electronic Journal. 2020. https://doi.org/10.2139/ssrn.3681088
Downloads
Additional Files
Published
Issue
Section
License
Copyright (c) 2025 Hana Thahira, Laily Dwi Arsyianti
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
How to Cite
