Bagaimana Atribut Produk, Sertifikasi Halal, dan Sertifikasi Labdoor Mempengaruhi Keputusan Pembelian Suplemen Whey Protein?
DOI:
https://doi.org/10.36636/dialektika.v10i1.5619Kata Kunci:
Sertifikasi Halal, Sertifikasi Labdoor, Whey Protein, Atribut Produk, Keputusan PembelianAbstrak
Penelitian ini bertujuan untuk menganalisis karakteristik konsumen, pengaruh atribut produk, sertifikasi halal, dan sertifikasi labdoor terhadap keputusan pembelian whey protein di kalangan konsumen Muslim di pulau Jawa. Penelitian ini dilakukan pada bulan Januari hingga Desember 2023. Metode pengambilan sampel adalah purposive sampling. Metode analisis data untuk penelitian ini menggunakan analisis deskriptif dan SEM-PLS. Hasil penelitian menunjukkan bahwa mayoritas pelanggan adalah mahasiswi berusia 17-23 tahun dengan pendapatan terbatas. Atribut produk dan sertifikasi labdoor secara signifikan mempengaruhi keputusan pembelian, sementara sertifikasi halal, meskipun positif, tidak memiliki signifikansi secara statistik. Penelitian ini menyarankan implikasi manajerial bagi para pemain industri whey protein, dengan menekankan strategi seperti analisis Lima Kekuatan Porter untuk meningkatkan persaingan, daya tawar pembeli dan pemasok, dan melawan ancaman dari produk pengganti dan produk baru.
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