Pengaruh Persepsi Harga, Persepsi Kualitas, Promosi dan Sertifikasi Halal Terhadap Keputusan Pembelian Ice Cream and Tea (Studi Pada Brand Mixue)

Abstract

Between 2020-2023, the foreign brand named Mixue became viral when it opened its stores in Indonesia. The reception of this brand was very good among the Indonesian people, leading it to open many outlets across Indonesia. The virality of this brand was suspected to be due to its affordable prices and good quality. Moreover, the brand also went viral because of the promotions done by Mixue, which were able to create a buzz on social media. The purpose of this study is to examine the perception of price, perception of quality, promotion, and halal certification on the purchasing decision of ice cream and tea, with Mixue as the case study. This research method uses a qualitative method in the form of a questionnaire. This study used a sample of 230 respondents, who were Indonesian Gen Z consumers who had made purchases at Mixue. The results of this study show that: (i) price perception has an effect on purchasing decisions, (ii) quality perception has an effect on purchasing decisions, (iii) promotion has an effect on purchasing decisions, and (iv) halal certification has an effect on purchasing decisions.

Pada tahun 2020-2023 brand luar negeri yang bernama Mixue menjadi viral saat membuka gerainya di Indonesia. Sambutan brand ini sangat baik di kalangan masyarakat Indonesia bahkan banyak membuka ruko di seluruh Indonesia. Viralnya brand ini karena diduga harga terjangkau dan kualitas yang baik, tidak hanya itu brand ini juga viral karena promosi yang dilakukan Mixue bisa menghebohkan media sosial. Tujuan dari penelitian ini untuk menguji persepsi harga, persepsi kualitas, promosi, dan sertifikasi halal terhadap keputusan pembelian ice cream and tea studi pada brand Mixue. Metode penelitian ini menggunakan metode kuantitatif dalam bentuk kuesioner. Penelitian ini menggunakan sampel sebanyak 230 yang dimana responden adalah masyarakat Indonesia generasi Z yang sudah pernah melakukan pembelian di Mixue. Hasil penelitian ini menunjukkan bahwa: (i) persepsi harga berpengaruh terhadap keputusan pembelian (ii) persepsi kualitas berpengaruh terhadap keputusan pembelian (iii) promosi berpengaruh terhadap keputusan pembelian (iv) sertifikasi halal berpengaruh terhadap keputusan pembelian.