Pengaruh label halal terhadap keputusan pembelian obat (studi kasus di Apotek Karunia Sehat Baru, Ungaran)

Authors

  • Chilmia Nurul Fatiha Program Studi Sarjana Farmasi, Fakultas Farmasi, Universitas Islam Sultan Agung Semarang http://orcid.org/0000-0002-6342-2118
  • Agustina Sawitri Apotek Karunia Sehat Baru, Ungaran, Semarang
  • Rina Mariana Ulfah Program Studi Pendidikan Profesi Apoteker, Fakultas Farmasi, Universitas Islam Sultan Agung Semarang

DOI:

https://doi.org/10.21111/pharmasipha.v7i2.10081

Abstract

ABSTRACT Increased awareness of halal products has led to increased interest in drugs containing thayyib and drugs with halal positioning. This interest is an indirect reflection of the influence of religion on purchasing decisions. In addition, price is an important factor to consider when considering a customer's buying interest. Using a survey technique involving filling out questionnaires at Karunia Sehat Baru Pharmacy Ungaran, the aim of this study was to influence the effect of halal labels and prices on the decision-making processes involved in purchasing medicines. The sampling method is accidental non-random sampling. The analytical method used is multiple linear regression analysis. The results of the study show that the results of the t-test partially indicate that the halal label has a significant effect on purchasing decisions; Price also has a significant influence on purchasing decisions regarding medicines. The overall findings from the tests analyzed by the F test simultaneously show that the halal label and price both have a significant influence on the choice of drug to be purchased. Keywords: price, buying decision, halal label   ABSTRAK Meningkatnya kesadaran akan produk halal menyebabkan meningkatnya minat terhadap obat dengan kandungan thayyib dan obat dengan positioning halal. Minat ini merupakan cerminan tidak langsung dari pengaruh agama terhadap keputusan pembelian. Selain itu, harga merupakan faktor penting untuk dipertimbangkan ketika mempertimbangkan minat beli pelanggan. Menggunakan teknik survei yang melibatkan pengisian kuesioner di Apotek Karunia Sehat Baru Ungaran, tujuan dari penelitian ini adalah untuk menentukan pengaruh label halal dan harga terhadap proses pengambilan keputusan yang terlibat dalam pembelian obat-obatan. Metode pengambilan sampel yaitu non-random sampling jenis accidental. Metode analisis yang dilakukan adalah analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa hasil uji t secara parsial menunjukkan bahwa pengetahuan label halal berpengaruh signifikan terhadap keputusan pembelian; persepsi harga juga memiliki pengaruh yang signifikan terhadap keputusan pembelian mengenai obat-obatan. Temuan keseluruhan dari pengujian yang dianalisis dengan uji F simultan menunjukkan bahwa pengetahuan label halal dan persepsi harga keduanya memiliki pengaruh yang signifikan terhadap pilihan obat yang akan dibeli.” Kata Kunci: harga, keputusan pembelian, label halal

Downloads

Published

2024-01-22

Issue

Vol. 7 No. 2 (2023): September

Section

Articles

License

Copyright (c) 2023 Chilmia Nurul Fatiha, Agustina Sawitri, Rina Mariana Ulfah

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Authors who publish with this Journal agree to the following terms:

  1. Author retain copyright and grant the journal right of first publication with the work simultaneously licensed under a creative commons attribution license that allow others to share the work within an acknowledgement of the work’s authorship and initial publication of this journal.
  2. Authors are able to enter into separate, additional contractual arrangement for the non-exclusive distribution of the journal’s published version of the work (e.g. acknowledgement of its initial publication in this journal).
  3. Authors are permitted and encouraged to post their work online (e.g. in institutional repositories or on their websites) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published works.