Analisis Faktor-Faktor yang Mempengaruhi Keputusan Konsumen dalam Pembelian Produk Makanan dan Minuman Halal di Kalangan Pasar Harjodaksino Kecamatan Serengan Kota surakarta

Abstract

This study aims to understand the factors that influence consumer decisions in purchasing halal food and beverage products among the Harjodaksino market, Serengan sub-district, Surakarta city. The research method used is qualitative with a descriptive approach, using observation, document study, and interviews as data collection techniques. The main objective is to review the implementation of halal food and beverages, identify obstacles that occur, and evaluate improvement efforts in improving the community's economy. This research is important for effective management of halal food and beverages and strengthening public trust. The results of the study show that people in the Harjodaksino market circle of purchasing decisions or consuming halal food and beverage products, where each indicator, it is known that the lowest average score of the statement Buying Halal Products for a certain time only has an average score. -average 1.16. This is because buying halal products must be done at any time, because as Muslims or the religion of Islam we must consume halal food and beverage products at any time, while the indicator with the highest score is the statement of belief in halal food and drinks ordered by religion with a value average score of 4.94. This is because as explained that we as faithful servants must believe that religion clearly regulates what we must eat and drink.