Halal Label, Atmosphere Store, and Their Effect on Purchase Decisions (Study on Marugame Udon Restaurant in East Java)

Abstract

Marugame Udon is a culinary business that guarantees 100% halal of their products. The purpose of this research is to find out the effect of halal labels and store atmosphere against the purchasing decisions on Marugame Udon in East Java.This research is a quantitative study. The sampling technique employed non-probability sampling. The number of samples in this study were 99 respondents. The data were collected through questionnaires and observations. Finally, the data were analyzed with multiple regression and hypothesis testing.The result from the hypothesis f-test wasFcount44,068>Ftable3.09 and significant 0.000a>3.09 It means the halal labels and store atmosphere had a positive and significant effect towards purchasing decisions. Partially, the result of t-test on halal labels showed thattcount3,720 >ttable1.984 and significant 0.001 < 0.05. It indicated halal labels had a positive and significant effect towards purchasing decisions. The result of t-test on store atmosphere showed thattcount5,003 <ttable1.984 and significant 0.000 <0.05. It proved that store atmosphere also had a positive and significant effect towards purchasing decisions.Based on the results of research, it can be concluded that the halal label and store atmosphere positively and significantly affects the purchasing decision at Marugame Udon. It is expected that Marugame Udon maintains the halal production of their products and improve the store atmosphere of the shop to be better. Keywords: Halal, store atmosphere, purchasing decisions DOI: 10.7176/JESD/13-22-01 Publication date: November 30 th 2022