The Effect of Prices, Halal Certification, and Halal Awareness on Buying Interest Among Muslims in Samarinda

Abstract

Indonesia is a Muslim-majority country. A Muslim should pay attention to what they consume especially food and drink. Muslim consumers need to increase knowledge and awareness about halal food and beverage products. The existence of halal certification from MUI becomes one of the identities of a product ability to consume. In addition the price also affects the buying interest of consumers. This research aims to find out the influence of price, halal certification, and halal awareness on the interest in buying Chatime drinks among Muslims in Samarinda city. This is quantitative. The data collection technique uses questionnaires with a sample number of 100 people with probability sampling. Data analysis using multiple regression analysis. The results showed that halal certification did not affect Chatime beverage buying interest while prices and halal awareness affected buying interest. Simultaneously, price, halal certification, and halal awareness had a significant effect on Chatime's The coefficient of determination of 45.5% indicates the magnitude of the effect of independent variables on dependent variables while the remaining 54.5% is described by other variables outside of this study. It is necessary to socialize the importance of halal certification and the inclusion of halal certification in packaging and outlets.