Analisis Keputusan Konsumen: Kesadaran Merek, Kualitas Produk, dan Strategi Penetapan Harga Bisnis Syariah

https://doi.org/10.35912/jakman.v6i4.4788
Published: Sep 19, 2025

Abstract:

Purpose: This study examines the impact of brand awareness, product quality, and pricing strategy on consumer purchasing decisions at Outlet Binaan Aksesmu (OBA) Stock Point in Tanjung Senang, Bandar Lampung. It also explores how Islamic business ethics enhance these factors, providing insights for OBA to align policies with Islamic principles of balanced effort and trust (tawakal).

Research Methodology: A quantitative survey method was employed, with data collected from 530 OBA Stock Point outlets in Tanjung Senang. Accidental sampling was used, selecting respondents based on accessibility. Data were analyzed using Partial Least Squares (PLS) version 3.2. Results – Brand awareness, product quality, and pricing strategy significantly and positively influence consumer purchasing decisions at OBA Stock Point.

Conclusions: The study confirms the importance of these three factors in shaping consumer choices while highlighting the reinforcing role of Islamic business ethics.

Limitations: Findings are based on self-reported survey data, which may reflect subjective biases. The study’s scope is limited to one location, reducing generalizability. Data quality may also be influenced by external constraints, such as time limitations during questionnaire completion.

Contribution: This research uniquely integrates Islamic ethical values into consumer behavior analysis, offering theoretical and practical insights for businesses operating within Islamic frameworks. It advances academic discourse while guiding policy development for faith-based marketing strategies.

Keywords:
1. Brand Awareness
2. Islamic Business Ethics
3. Pricing Strategy
4. Product Quality
5. Purchase Decisions
Authors:
1 . Novita Nadiya Putri
2 . Ersi Sisdianto
3 . Yeni Susanti
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How to Cite
Putri, N. N., Sisdianto, E., & Susanti, Y. . (2025). Analisis Keputusan Konsumen: Kesadaran Merek, Kualitas Produk, dan Strategi Penetapan Harga Bisnis Syariah. Jurnal Akuntansi, Keuangan, Dan Manajemen, 6(4), 1045–1064. https://doi.org/10.35912/jakman.v6i4.4788
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Issue & Section
Vol. 6 No. 4 (2025): September
Articles
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References

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    Ambali, A. R., & Bakar, A. N. (2014). People's awareness on halal foods and products: potential issues for policy-makers. Procedia-Social and Behavioral Sciences, 121, 3-25. doi:https://doi.org/10.1016/j.sbspro.2014.01.1104

    Ariffin, S., Yusof, J. M., Putit, L., & Shah, M. I. A. (2016). Factors influencing perceived quality and repurchase intention towards green products. Procedia Economics and Finance, 37, 391-396. doi:https://doi.org/10.1016/S2212-5671(16)30142-3

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  1. Abedian, M., Amindoust, A., Maddahi, R., & Jouzdani, J. (2022). A game theory approach to selecting marketing-mix strategies. Journal of Advances in Management Research, 19(1), 139-158. doi:https://doi.org/10.1108/JAMR-10-2020-0264
  2. Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211. doi:https://doi.org/10.1016/0749-5978(91)90020-T
  3. Alfian, R., Nugroho, W. F., & Yuliana, L. (2024). Analysis of Brand Awareness, Brand Loyalty and Brand Reputation on Purchase Decisions. Jurnal Bisnis dan manajemen, 11(1), 63-74. doi:https://doi.org/10.26905/jbm.v11i1.12636
  4. Aliffa, S. P., & Wardani, S. (2025). Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian pada J. Co Donuts & Coffee Ramayana Mall Kota Serang. Cakrawala: Jurnal Ekonomi, Manajemen dan Bisnis, 2(1), 189-199. doi:https://doi.org/10.70451/cakrawala.v2i1.340
  5. Alim, R. P. (2021). Pengaruh Kesadaran Merek, Kualitas Produk, dan Harga Terhadap Keputusan Pembelian Sabun Mandi Lifebuoy. Universitas Hayam Wuruk Perbanas Surabaya.
  6. Ambali, A. R., & Bakar, A. N. (2014). People's awareness on halal foods and products: potential issues for policy-makers. Procedia-Social and Behavioral Sciences, 121, 3-25. doi:https://doi.org/10.1016/j.sbspro.2014.01.1104
  7. Ariffin, S., Yusof, J. M., Putit, L., & Shah, M. I. A. (2016). Factors influencing perceived quality and repurchase intention towards green products. Procedia Economics and Finance, 37, 391-396. doi:https://doi.org/10.1016/S2212-5671(16)30142-3
  8. Azhari, L. A., Mursito, B., & PW, I. A. D. (2025). Keputusan pembelian ditinjau dari keragaman produk, reference group, dan kesadaran merek pada pembelian obat pt. Pradipta adipacific. Derivatif: Jurnal Manajemen, 19(1), 88-97. https://badge.dimensions.ai/details/doi/10.24127/jm.v19i1.2572?domain=https://fe.ummetro.ac.id
  9. Balaka, M. Y. (2022). Metode penelitian Kuantitatif. Metodologi Penelitian Pendidikan Kualitatif.
  10. Bang, H., A. Odio, M., & Reio, T. (2014). The moderating role of brand reputation and moral obligation: An application of the theory of planned behavior. Journal of management development, 33(4), 282-298. doi:https://doi.org/10.1108/JMD-12-2010-0102
  11. Basuki, R. S., & Kusumasasti, I. (2021). Pengaruh Kesadaran Merek, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Pasta Gigi. Jurnal Akuntansi Bisnis dan Humaniora, 8(1), 6-13. doi:https://doi.org/10.33795/jabh.v8i1.1400
  12. Caroline, S. M. P., Wulandari, J., & Roni, M. (2025). Analisis Dampak Pemasaran Media Sosial, Citra Merek, dan Kualitas Produk Terhadap Keputusan Pembelian Produk Kecantikan. Jurnal Kompetitif Bisnis, 3(1), 52-63.
  13. Conner, M., & Armitage, C. J. (1998). Extending the theory of planned behavior: A review and avenues for further research. Journal of applied social psychology, 28(15), 1429-1464. doi:https://doi.org/10.1111/j.1559-1816.1998.tb01685.x
  14. Curvelo, I. C. G., Watanabe, E. A. d. M., & Alfinito, S. (2019). Purchase intention of organic food under the influence of attributes, consumer trust and perceived value. Revista de Gestão, 26(3), 198-211. doi:https://doi.org/10.1108/REGE-01-2018-0010
  15. Diputra, I., & Yasa, N. (2021). The influence of product quality, brand image, brand trust on customer satisfaction and loyalty. American International Journal of Business Management (AIJBM), 4(1), 25-34.
  16. Fatmasari, A. N., & Barusman, M. Y. S. (2025). Pengaruh Citra Merek dan Kesadaran Merek Terhadap Keputusan Pembelian Produk Skintific Pada TikTokshop (Studi Kasus Mahasiswa FEB Universitas Bandar Lampung). eCo-Buss, 7(3), 1901-1912. doi:https://doi.org/10.32877/eb.v7i3.2059
  17. Freedman, D. A., Vaudrin, N., Schneider, C., Trapl, E., Ohri-Vachaspati, P., Taggart, M., . . . Flocke, S. (2016). Systematic review of factors influencing farmers’ market use overall and among low-income populations. Journal of the Academy of Nutrition and Dietetics, 116(7), 1136-1155. doi:https://doi.org/10.1016/j.jand.2016.02.010
  18. Ghozali, I. (2021). Structural Equation Modeling: Metode Alternatif dengan Partial Least Squares (PLS): Badan Penerbit Universitas Diponegoro.
  19. Gómez-Rico, M., Molina-Collado, A., Santos-Vijande, M. L., Molina-Collado, M. V., & Imhoff, B. (2023). The role of novel instruments of brand communication and brand image in building consumers’ brand preference and intention to visit wineries. Current Psychology, 42(15), 12711-12727. doi:https://doi.org/10.1007/s12144-021-02656-w
  20. Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The future of retailing. Journal of retailing, 93(1), 1-6. doi:https://doi.org/10.1016/j.jretai.2016.12.008
  21. Harjadi, D. (2021). Experiental Marketing & Kualitas Produk dalam Kepuasan Pelanggan Generasi Milenial.
  22. Hasballah, I. (2023). Pengaruh Kualitas Produk Dalam Perspektif Islam Terhadap Volume Penjualan di Toko Gia Toys Grong-Grong Pidie. Ameena Journal, 1(3), 331-339.
  23. Homburg, C., Klarmann, M., & Schmitt, J. (2010). Brand awareness in business markets: when is it related to firm performance? International Journal of Research in Marketing, 27(3), 201-212. doi:https://doi.org/10.1016/j.ijresmar.2010.03.004
  24. Isnaini, N. (2022). Konsep Pembentukan Islamic Branding Tinjauan Etika Bisnis Islam. Jurnal Ekonomika Dan Bisnis Islam, 5(3), 127-144. doi:https://doi.org/10.26740/jekobi.v5n3.p127-144
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  26. Karpinska-Krakowiak, M. (2021). Women are more likely to buy unknown brands than men: The effects of gender and known versus unknown brands on purchase intentions. Journal of Retailing and Consumer Services, 58, 102273. doi:https://doi.org/10.1016/j.jretconser.2020.102273
  27. Kosasih, N. (2025). Pengaruh Kualitas Pelayanan dan Harga Terhadap Keputusan Pembelian Konsumen Pada Depot Cek Nin Banjarmasin. eCo-Buss, 7(3), 2116-2127. doi:https://doi.org/10.32877/eb.v7i3.2259
  28. Kotler, P., & Keller, K. (2016). Manajemen Pemasaran (Vol. 15): Pearson Education.
  29. Kursan Milakovi?, I. (2021). Purchase experience during the COVID?19 pandemic and social cognitive theory: The relevance of consumer vulnerability, resilience, and adaptability for purchase satisfaction and repurchase. International journal of consumer studies, 45(6), 1425-1442. doi:https://doi.org/10.1111/ijcs.12672
  30. Le, L. H., & Ha, Q.-A. (2021). Effects of negative reviews and managerial responses on consumer attitude and subsequent purchase behavior: An experimental design. Computers in Human Behavior, 124, 106912. doi:https://doi.org/10.1016/j.chb.2021.106912
  31. Lee, S., Illia, A., & Lawson?Body, A. (2011). Perceived price fairness of dynamic pricing. Industrial management & data systems, 111(4), 531-550. doi:https://doi.org/10.1108/02635571111133533
  32. Lini, N., Efendi, B., Purwanto, H., & Yudianto, A. (2024). Pengaruh Kualitas Produk, Lokasi, Promosi, Kepuasan Pelanggan, Dan Kualitas Pelayanan, Terhadap Keputusan Pembelian. MAGNA: Journal of Economics, Management, and Business, 3(2), 23-30. doi:https://doi.org/10.32699/magna.v3i2.7884
  33. Lysenko-Ryba, K., & Zimon, D. (2021). Customer behavioral reactions to negative experiences during the product return. Sustainability, 13(2), 448. doi:https://doi.org/10.3390/su13020448
  34. Maloney, J., Lee, M.-Y., Jackson, V., & Miller-Spillman, K. A. (2014). Consumer willingness to purchase organic products: Application of the theory of planned behavior. Journal of global fashion marketing, 5(4), 308-321. doi:https://doi.org/10.1080/20932685.2014.925327
  35. Marpaung, F. K., Simarmata, M. W. A., Sofira, A., & Aloyna, S. (2021). Pengaruh harga, promosi, dan kualitas produk terhadap keputusan pembelian konsumen indomie pada PT. Alamjaya Wirasentosa Kabanjahe. Jurnal Manajemen, 1(1), 49-64.
  36. Miftah, & Pangiuk, A. (2020). Pemberdayaan Ekonomi Dan Bisnis Muslim Jambi Dalam Perspektif Wirausaha: Ahlimedia Book.
  37. Mustafa, A. B., Budianto, A., & Kader, M. A. (2025). Pengaruh Kesadaran Merek Dan Asosiasi Merek Terhadap Keputusan Pembelian Konsumen Pada Produk Mie Instan (Suatu Studi pada Konsumen Alfamart Baregbeg). Business Management and Entrepreneurship Journal, 5(4), 137-149.
  38. Nurhayati, T., & Hendar, H. (2020). Personal intrinsic religiosity and product knowledge on halal product purchase intention: Role of halal product awareness. Journal of Islamic Marketing, 11(3), 603-620. doi:https://doi.org/10.1108/JIMA-11-2018-0220
  39. Nurwahida, N. (2019). Strategi Penetapan Harga Jual Dan Penawaran Dalam Perspektif Syariah Toko Sinar Rahmat Kecamatan Sinjai Utara. Jurnal Asy-Syarikah: Jurnal Lembaga Keuangan, Ekonomi dan Bisnis Islam, 1(1), 12-27. doi:https://doi.org/10.47435/asy-syarikah.v1i1.79
  40. Permana, M. J. H., Tomohardjo, I., & Ganiem, L. M. (2023). Strategi Integrated Marketing Communication dalam Mendukung Reputasi Merek Indogrosir. Journal of Economics and Business UBS, 12(5), 3249-3267. doi:https://doi.org/10.52644/joeb.v12i5.663
  41. Saharan, S., Bawa, S., & Kumar, N. (2020). Dynamic pricing techniques for Intelligent Transportation System in smart cities: A systematic review. Computer Communications, 150, 603-625. doi:https://doi.org/10.1016/j.comcom.2019.12.003
  42. Selvia, M., Tumbel, A., & Djemly, W. (2022). The effect of price and product quality on the purchase decision of scarlett whitening products on students of the faculty of economics and business Sam Ratulangi Manado University. Emba, 10(4), 320-330.
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