The Effect of Halal Labeling, Experiential Marketing, and Brand Equity on Purchasing Decisions at Kopi Kenangan Outlets

Abstract

The change in people's lifestyle towards coffee consumption presents an idea for business people to set up a coffee shop by offering a concept that can attract consumers in making purchases. The lifestyle of young people who like and spend a lot of time in coffee shops is one of the things that underlies the mushrooming of the coffee shop business in Jember Regency. Kopi Kenangan is a relatively new coffee shop business in Jember Regency. Intense competition with similar products, making Kopi Kenangan must be able to compete in the market by having the power to attract consumers to make purchases. This study aims to analyze and determine the effect of the halal label, experiential marketing, and brand equity on consumer purchasing decisions at Kopi Kenangan outlets. This study used a quantitative method using a non-probability sampling technique and determining the sample using quota sampling with a total of 150 respondents who had the criteria of being a Jember University student respondent and had made a purchase at least once within the past month. The data analysis method in this study uses multiple linear regression. The results of this study indicate that the variable that influences the purchasing decision of Kopi Kenangan consumers is experiential marketing, while the halal label and brand equity variables do not affec  the purchasing decisions of  Kopi Kenangan consumers.