Analysis of Factors Influencing Consumer Purchase Decisions on HNI-HPAI Herbal Products in Samarinda

Abstract

The growth of the herbal industry in Indonesia has driven increased consumer interest in halal products, including HNI-HPAI, which are certified by MUI. This study aims to analyze the influence of halal labeling, price, and product quality on consumers' purchase decisions of HNI-HPAI herbal products in Samarinda. The study uses a quantitative approach with a survey method through Google Form questionnaires administered to 100 respondents selected using purposive sampling from a population of 8.450 consumers. The data were analyzed using multiple linear regression with t-tests and F-tests. The results indicate that partially, halal labeling and product quality significantly influence purchase decisions, whereas price does not have a significant effect. Simultaneously, the three variables significantly affect purchase decisions with a coefficient of determination of 0.425, meaning that 42.5% of the variation in purchase decisions is explained by these three factors. These findings emphasize the importance of halal label credibility and product quality in building consumer trust and loyalty, while price is not a primary consideration. This study implies that HNI-HPAI companies need to maintain halal standards and product quality as a key strategy to enhance market competitiveness.