PENGARUH CITRA ISLAMI DAN KUALITAS MAKANAN TERHADAP KEPUTUSAN KONSUMEN MEMBELI KULINER DI KECAMATAN TALLO KOTA MAKASSAR

Abstract

This study aims to analyze the influence of Islamic Brand Image and Food Quality on Consumer Decisions in choosing halal food products in Tallo District, Makassar City. Increasing public awareness of halal product consumption makes Islamic brand image and food quality important factors that can influence consumer purchasing decisions. This study uses a quantitative approach with a descriptive method. The study population is Muslim consumers aged 18–30 years who live in Tallo District and have purchased food products from businesses that implement Islamic branding. The research sample amounted to 90 respondents determined using the Slovin formula. Data collection techniques were carried out through observation, questionnaires, and documentation. Data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, coefficient of determination (R²) tests, t-tests, and F-tests with the help of the SPSS application. The results show that Islamic Brand Image has a positive and significant effect on Consumer Decisions with a t-value of 2.857 and a significance of 0.005. Food Quality also has a positive and significant effect on Consumer Decisions with a t-value of 2.462 and a significance of 0.016. Simultaneously, Islamic Image and Food Quality have a significant effect on Consumer Decisions with an F-value of 14.181 and a significance of 0.001. The coefficient of determination (Adjusted R Square) of 0.229 indicates that both variables are able to explain 22.9% of the variation in consumer decisions, while 77.1% is influenced by other factors outside the study. This study concludes that consistently improving Islamic image and food quality can encourage consumer decisions in choosing halal food products and increase the competitiveness of business actors, especially MSMEs, in Tallo District, Makassar City.