The Effects of Halal Certification, Price, and Online Customer Reviews on Purchasing Decisions at UKM Ilmio Gelato

Abstract

In recent years, there has been a proliferation of coffee shops and bistros across the city. A variety of contemporary menus are available to appeal to consumers. In making food choices, Muslim consumers are bound by the tenets of Islamic law. The objective of this study was to ascertain the influence of halal certification, price, and online customer reviews on purchasing decisions for Ilmio Gelato ice cream products. This study employs a quantitative methodology, utilizing the structural equation modeling (SEM) approach. The analysis employed a series of tests, including the Data Validity Test, the Classical Assumption Test, Multiple Linear Regression Analysis, and Hypothesis Testing. A total of 160 respondents were selected for inclusion in the study using the purposive sampling technique, in accordance with the established criteria. The results of the research indicate that halal certificates (X1), prices (X2), and online customer reviews (X3) have a positive and significant effect on purchasing decisions (Y) for Ilmio Gelato ice cream products, both partially and simultaneously. The effect of halal certificates (X1), price (X2), and online customer reviews (X3) can explain the purchasing decision variable (Y) by 67.8%. The remaining 32.2% can be attributed to other variables not examined.