Pengaruh Label Halal, Produk, Harga, Tempat dan Promosi pada Keputusan Pembelian Online Food Delivery Kopi Kenangan di Jabodetabek

Abstract

Indonesia mengalami peningkatan produksi dan konsumsi kopi setiap tahunnya, mengakibatkan banyak munculnya kedai kopi atau coffee shop di Indonesia, terkhusus di Jabodetabek ketika persaingan meningkat sehingga ada online food delivery. Penelitian ini bertujuan untuk menganalisis pengaruh label halal dan marketing mix (produk, harga, tempat dan promosi) pada keputusan pembelian online food delivery Kopi Kenangan di Jabodetabek. Metode yang digunakan adalah Structural Equation Modeling Partial Least Square (SEM PLS). Berdasarkan hasil penelitian diperoleh variabel label halal, produk, tempat dan promosi berpengaruh terhadap keputusan pembelian produk kopi kenangan. Sedangkan variabel harga tidak berpengaruh pada keputusan pembelian produk kopi kenangan. via online food delivery di Jabodetabek.

Indonesia experiences an increase in coffee production and consumption every year. This has resulted in the emergence of many coffee shops or coffeeshops in Indonesia, especially in Jabodetabek which is increasing competition so there is online food delivery. This research aims to determine the influence of the halal label and marketing mix (product, price, place and promotion) on online food delivery purchasing decisions for Kopi Kenangan in Jabodetabek. The method used is Structural Equation Modeling Partial Least Square (SEM PLS). Based on the research results obtained, the variables halal label, product, place and promotion influence the decision to purchase memorable coffee products. Meanwhile, the price variable has no effect on the decision to purchase Kopi Kenangan products via online food delivery orders in Jabodetabek.