Presenters: Vinda Ardyan Novita, Asep Maulana Rohimat, Ahmad Pambudi Utomo
Affiliation: UIN Raden Mas Said Surakarta
Room: 2
ICIES News- At the 4th International Conference on Islamic Economics Studies (ICIES) 2024, held in Room 2, researchers Vinda Ardyan Novita, Asep Maulana Rohimat, and Ahmad Pambudi Utomo from UIN Raden Mas Said Surakarta presented their study titled “Evaluating Purchase Decisions of Regional Specialty Food Gethuk Semar: Halal Logo, Innovation, and Product Quality.” The study offers valuable insights into the factors that drive consumer purchase decisions for Gethuk Semar, a traditional Indonesian delicacy with growing popularity.
The research aimed to explore how three key variables—the halal logo, product innovation, and product quality—affect consumers’ decisions to purchase Gethuk Semar, particularly in the Soloraya region. Utilizing a quantitative approach with a survey methodology, the researchers gathered data through questionnaires distributed to 160 consumers who had purchased Gethuk Semar in Karanganyar, Soloraya.
The findings revealed that all three variables significantly influence consumer purchase decisions. Specifically, the halal logo was found to have a substantial impact, with a significance level of 0.043. This indicates that the presence of a halal logo provides assurance and confidence to Muslim consumers, making it a crucial factor in their purchasing decisions.
Innovation also played a significant role, with a significance level of 0.000. The study highlighted that product innovation, which enhances the appeal and uniqueness of Gethuk Semar, can attract more consumers and differentiate the product in a competitive market.
Product quality, another critical factor, showed a strong significance level of 0.000. High-quality products lead to greater consumer satisfaction and are likely to encourage repeat purchases, reinforcing the importance of maintaining high standards in the production of Gethuk Semar.
Overall, the research underscores the importance of the halal logo, product innovation, and quality in shaping consumer behavior and driving sales of traditional foods like Gethuk Semar. These findings provide valuable insights for producers and marketers aiming to enhance the market presence of regional specialty foods in Indonesia and beyond.