PENGARUH BUDAYA, KUALITAS PRODUK, HALAL KNOWLEDGE, HALAL AWARENESS, DAN HALAL CERTIFICATION TERHADAP REPURCHASE DECISIONS PRODUK MAKANAN CEPAT SAJI IMPOR

(Studi Kasus Pada Masyarakat di Daerah Malioboro)

Abstrak

Penelitian ini bertujuan menganalisis pengaruh budaya, kualitas produk, halal knowledge, halal awareness, dan halal certification terhadap repurchase decisions produk makanan cepat saji impor di kawasan Malioboro, Yogyakarta. Pendekatan kuantitatif digunakan dalam penelitian ini dengan data dikumpulkan melalui kuesioner yang disebarkan kepada 100 konsumen di kawasan tersebut. Analisis data dilakukan menggunakan regresi linier berganda untuk menguji hubungan antarvariabel. Hasil penelitian menunjukkan bahwa budaya, kualitas produk, dan halal certification secara parsial memiliki pengaruh positif signifikan terhadap repurchase decisions, sementara halal knowledge dan halal awareness berpengaruh negatif signifikan. Secara simultan, semua variabel independen berpengaruh terhadap repurchase decisions. Temuan ini menunjukkan bahwa konsumen tidak hanya mempertimbangkan aspek fungsional produk, tetapi juga nilai-nilai religiusitas dalam keputusan pembelian. Penelitian ini memberikan wawasan bagi perusahaan makanan cepat saji untuk memperhatikan aspek budaya dan religiusitas dalam strategi pemasaran di Indonesia.

This study aims to analyze the influence of culture, product quality, halal knowledge, halal awareness, and halal certification on repurchase decisions for imported fast food products in the Malioboro area, Yogyakarta. A quantitative approach was used in this study with data collected through questionnaires distributed to 100 consumers in the area. Data analysis was conducted using multiple linear regression to test the relationship between variables. The results showed that culture, product quality, and halal certification partially have a significant positive effect on repurchase decisions, while halal knowledge and halal awareness have a significant negative effect. Simultaneously, all independent variables affect repurchase decisions. These findings indicate that consumers not only consider the functional aspects of the product, but also the values of religiosity in purchasing decisions. This research provides insights for fast food companies to pay attention to cultural aspects and religiosity in marketing strategies in Indonesia.