Persepsi Konsumen terhadap Minat Beli pada Produk Minuman Bersertifikasi Halal: Studi Gerai Mixue Ice cream & Tea di Wilayah Pondok Aren

Muzdalifah Muzdalifah; Achmad Dzikri Rajuli; Dewi Lestari

doi:10.59603/masman.v4i3.1445

Authors

Muzdalifah Muzdalifah Sekolah Tinggi Agama Islam Al Amanah Al-Gontory
Achmad Dzikri Rajuli Sekolah Tinggi Agama Islam Al Amanah Al-Gontory
Dewi Lestari Sekolah Tinggi Agama Islam Al Amanah Al-Gontory

DOI:

https://doi.org/10.59603/masman.v4i3.1445

Keywords:

Beverage Products, Consumer Perception, Consumer Trust, Halal Certification, Purchase Intention

Abstract

Halal certification has become one of the factors influencing consumer perceptions and purchase intentions, along with increasing awareness among Muslim communities of the importance of consuming products with guaranteed halal status. This study aims to analyze consumer perceptions of purchase intentions toward beverage products after obtaining halal certification at Mixue Ice Cream & Tea outlets in the Pondok Aren area. This study employed a qualitative method with a descriptive approach. Data were collected through in-depth interviews, observation, and documentation involving consumers and were analyzed through data reduction, data presentation, and conclusion drawing. The findings indicate that before the products obtained halal certification, consumers still had concerns regarding the ingredients and production processes. After halal certification was obtained, consumer perceptions became more positive, trust in the products increased, and consumers felt more confident in consuming the products, resulting in increased purchase intention. Thus, halal certification contributes to increasing consumer trust while encouraging greater purchase intention toward beverage products.

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