Volume 8, Issue 2, February – 2023 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165

Analysis of the Effect of Halal Products, Packaging,

Motivation, Price and Brand Image on Purchase
Decisions, and its Implications on Repurchase of
Multivitamin Redoxon in the New Normal Era
After the Covid - 19 Pandemic in DKI Jakarta
Darlius, S.E. Dr. Mirza, S.T., M.M.
Postgraduate Student, Mercu Buana University Lecturer of Postgraduate, Mercu Buana University
Jakarta, Indonesia Jakarta, Indonesia

Abstract:- This study aims to analyze the influence of to maintain the imunity and health. For the external factor, the
halal products, packaging, motivation, price and brand reason of consumers consuming redoxon multivitamins is the
image on the consumer's purchase decision and the packaging attractive, Brand Image factor, halal product, and
implications for repurchasing multivitamin R edoxon. In price.
this study there are five independent variables namely
Halal Products, Packaging, Motivation, Price and Brand The majority of Indonesia's population is Muslim,
Image and the dependent variables are purchase decision therefore the product halalness must be a serious concern for
dan and repurchase. Data collection was carried out by product manufacturers. The Halal label is very important for
distributing questionnaires to the research sample. The most Indonesian people to convince consumers that the
samples in this study were 120 people who were product they purchase is a Halal product so that it becomes an
consumers of redoxon multivitamins located in DKI important factor and consideration for consumers in deciding
Jakarta. Based on the analysis and testing of the to buy or not buy a product (Syahputra & Hamoraon, 2013).
hypothesis, it was found that the purchase decision of From this opinion there is a tendency that consumers will not
Redoxon multivitamins in DKI Jakarta was significantly buy the product if there is no halal label because they feel
influenced by product halalness, packaging, and doubtful about the halalness of the product.
motivation, while the effect on price and brand image was
not significant. Furthermore, consumption decisions have Packaging has a very important role in attracting
a significant positive effect on Redoxon multivitamin consumers to buy a product because basically packaging is the
repurchasing in DKI Jakarta. first object that consumers see when buying a product. The
existence of attractive packaging trends can encourage
Keywords:- Halal Products, Packaging, Motivation, Price, consumers to choose a product even though consumers are not
Repurchase, and Purchase Decision. familiar with the product. According to Raheem (2014)
packaging is a factor that plays a significant role in
I. INTRODUCTION influencing consumers in making purchase decisions. Aspects
of packaging that can influence purchasing decisions include
The public's need for multivitamins, especially those color, packaging materials and packaging design. The
containing high doses of vitamin C, during the Covid-19 increasing demand for multivitamins is driven by the
pandemic has increased. The increasing public needs for community's motivation to maintain stamina and imunity to
multivitamins is an opportunity for multivitamin producers, maintain health so as to minimize exposure to the Covid-19
but on the other hand the competition between producers is virus. According to Sigit (in Satriaso, 2011), purchase
also increasing. The Redoxon vitamin brand experienced the motivation is an encouragement both rationally and
highest sales growth during the covid-19 pandemic (2020 to emotionally felt by consumers to buy a product.
2021). However, based on the total market share of vitamins,
Redoxon is ranked third. The public's decision to choose and Consumer considerations in choosing a product to buy
consume a certain brand of multivitamin is determined by are inseparable from the price factor. In general, consumers
several factors. will check or find out the price of a product when they are
interested in buying the product so that consumers will
Based on preliminary research, consumers make consider the fairness and suitability of the price with the
purchases and consume Redoxon Multivitamin reinforced by benefits of the product and to measure their ability to buy the
two factors, namely external and internal actors. In term of product. According to Dharmmestha (in Grace, 2014) in
internal factors, most consumers consume and buy general, products that have lower prices than other products
multivitamin Redoxon because of the need for multivitamins have a higher tendency to be chosen by consumers. In

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ISSN No:-2456-2165
consumer’s point of view, the price of Redoxon's vitamin C is where consumers looking for information on the product
considered affordable, so that its sales are quite high needed, the alternative evaluation stage, the stage where
compared to other vitamins. consumers compare a product with other products. and
consider which products can provide more benefits and
Redoxon vitamins are well known in public because advantages, the purchasing decision stage, namely the stage
they contain high doses of Vitamin C so that they are more where the consumer finally decides to buy a product, and the
efficacious in increasing stamina and imunity. Based on the post-purchase behavior stage, namely the stage where the
Top Brand Award, Redoxon occupies the fourth position of consumer evaluates their experience in consuming a product
the brand which is the Top of Domain Product Category and assesses how much the product can satisfy them so that it
Vitamin C. According to Foster (2016) brand image becomes can determine future behavior.
a factor that influences purchase decisions significantly. It is
considered that the better brand image of a product, the higher  Halal Product
the tendency of consumers to decide to buy the product. In Halal products are basically products that are
general, consumers tend to choose to buy products that are permissible and do not contradict with Islamic religious law
well known and have a good image compared to products either from a material aspect (does not contain pork, alcohol,
whose brands are unknown or even have a bad image. In blood), methods of slaughtering, and processing methods that
general, after consumers buy a product and feel the benefits of may not be mixed in the slightest with materials or materials
the product, consumers will evaluate how much the product that are not halal (Burhan in Mutiara and Syahputra, 2018).
can satisfy their wants and needs. Consumers who are For consumers who are Muslim, information about product
satisfied with the benefits of the products they have purchased halalness is very important and greatly influences purchasing
and consumed have a high tendency to repurchase these behavior (Saputra and Tresnati in Fadilah et al, 2020). In
products, and vice versa (Kotler & Keller, 2021). general, consumers will identify the halalness of a product
from the halal label on the packaging of a product, therefore
II. THEORY REVIEW the halal label greatly influences purchase intention
(Refmasita, Amar and Larasati, 2020) and purchase decisions
 Repurchase Intention (Febriyana, Sampurno, and Djoharsyah, 2019).
Repurchase is consumer behavior as a response that is
created from satisfaction after buying a product or service.  Packaging
Repurchase intention reflects the desire of consumers to rebuy Packaging is basically all activities related to the design
a product in the future. Repurchase behavior can also be and production of containers used for a product. Packaging
interpreted as purchases made by consumers of the same can be defined from its function, namely as a material used to
brand repeatedly (Tjiptono in Fauzi, 2021). Repurchase can wrap products that functions to protect the product, keep the
also reflect the many consumer experiences consuming product’s hygiene, accommodate the product, identify the
products from the same brand and have a good evaluation of product, explain the benefits, and uses of the product, as well
the product brand. Repurchase intention consists of four as display and promote the product brand (Kotler and Keller,
dimensions, namely transactional intention, referential 2016). In line with this opinion according to Kristiawan and
intention, and preferential intention. Transactional intention is Keni (2020) Packaging is not only viewed from its function
characterized by a consumer intention in repurchasing a as a wrapper or container for a product but more than that it
product from the same brand. Preferential intention is can influence consumer perceptions of the product and have
characterized by the willingness of consumers to tell good an impact on purchasing decisions. Consumers' assessment of
things about a product from a certain brand and recommend it product packaging can be viewed from the color, shape
to others. Preferential intention is characterized by consumer design, size, and materials used for packaging a product
behavior that chooses a product from a certain brand as the (Prasetya et al., 2018).
main choice compared to products from other brands.
Explorative intention is characterized by the desire of  Motivation
consumers to seek deeper information about products from Motivation is the impetus felt by someone to obtain and
certain brands. fulfill desires and expectations (Dewi et al, 2017). Purchase
motivation is driven by the discomfort felt by consumers so
 Purchase Decision that a need is formed to overcome this discomfort by buying
Basically, purchase decision is consumer actions in products or services (Wijaya, 2017). Consumer’s purchase
making decisions to buy or not to buy a product (Schiffman motivation consists of two dimensions, namely utilitarian
and Kanuk in Oscar and Keni, 2019). Decisions made by shopping motives and hedonic shopping motives. Utilitarian
consumers in making purchases occur after consumers carry motivation is a rational motivation because purchases are
out the process of evaluating a product, comparing it with driven by the need to obtain functional benefits from the
many other alternative products, then adjusting it to their product or service. On the other hand, hedonic motivation is
interests and needs and finally choosing the product that best a psychological and emotional motivation that arises because
suits their interests and which is considered the most of the urge to meet social demands and subjective feelings
beneficial or profitable. Systematically, purchasing decisions such as prestige, personal satisfaction, and emotional
occur through five stages, including the problem recognition satisfaction (Priansa, 2017). Purchase motivation as an
stage, which is the stage where consumers identify problems incentive to make purchases is certainly a determining factor
and their needs for a product, the information search stage, in purchasing decisions, the higher the consumer's motivation

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to meet their needs, the stronger the urge to make purchasing  Brand Image
decisions (Dewi, Siburian, Indriastuti, 2017). Brand image is consumer perception and understanding
of the uniqueness and characteristics of a product or a
 Price company that produces the product (Girsang at al, 2020).
Price is defined as compensation in the form of money Furthermore, according to Widyaningrum and Mani (2021)
given to consumers as an exchange rate for the use and brand image represents consumer perceptions of brands that
utilization of a product or service by consumers (Ningrum are created from information and consumer experiences in
and Maddinsyah, 2021). In setting the price there are using products from certain brands. With regard to
indicators that must be considered, including price multivitamin consumption, Rini et al (2021) found that
affordability, which means the price set by the producer must consumer buying interest in multivitamin C products is
be affordable by the intended consumer, and adjusting the influenced by brand image, which means that the better brand
price with quality and benefits and adjusting the price with image of a vitamin C product, so the consumer's interest in
the purchasing power of the intended consumer. Price is one buying and consuming multivitamin C from a particular
of the important factors considered by consumers and brand will be greater.
determines purchase decisions (Alfairi, 2019).
 Thinking Framework
The thinking framework is design based on the theory
and previous study and it could be described as follows:

Fig 1 Thinking Framework

Source: Theoretical Review

 Hyphothesis

 H1: Halal products influence the purchase decision of Redoxon multivitamins in DKI Jakarta.
 H2: Packaging influence the purchase decision of Redoxon multivitamins in DKI Jakarta.
 H3: Motivation influence the purchase decision of multivitamins Redoxon in DKI Jakarta.
 H4: Price influences influence the purchase decision of Redoxon multivitamins in DKI Jakarta.
 H5: Brand image influence the purchase decision of Redoxon multivitamins in DKI Jakarta.
 H6: Purchase decision influence the repurchase of Redoxon multivitamins in Jakarta.

III. METHODOLOGY

This research was conducted to examine the effect of the independent variables on the dependent variable presented in the
form of a research hypothesis, therefore associative quantitative research was used with the explanatory survey method. The
variables in this study include Halal Products (X 1 ), Packaging (X 2 ), Motivation (X 3 ), Price (X 4 ), and Brand Image ( X 5 ) and
the dependent variable in study are the purchace decision (Y 1 ) and Repurchase (Y 2 ) multivitamin Redoxon. The population in this
study were consumers of Redoxon multivitamins in DKI Jakarta, and the samples were taken using a purposive sampling technique.
In this study, the total users of redoxone vitamin products were not clearly known, so the formula N = (total number of indicators x
5) was used to sample the sample. So that the total number of samples in this study is = 24 x 5 = 120 respondents. Data collection
was carried out by distributing questionnaires to predetermined samples. Furthermore, the data were analyzed using the Structural
Equation Modeling (SEM) analysis technique through the SmartPLS program.

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IV. RESULT AND DISCUSSION

 Measurement Evaluation Model (Outer Model)

Fig 2 Outer Model Analysis

Source: Data Processing Result (2023)

 Based on the processed data, we find that all indicators have an outer loading value above 0.5. This value according to
Ghozali (2015) is considered sufficient to meet the requirements and appropriate to use.

 The Average Variance Extract (AVE)

Table 1 The Average Variance Extract (AVE) Results

Variable Average variance extracted (AVE)
Buying decision 0.560
Repeat purchase 0.716
Halal products 0.724
Packaging 0.729
Brand Image 0.619
Price 0.761
Motivation 0.726
Source: Data Processing Result (2023)

 The average variance extract (AVE) value for all variables obtained a value above 0.5, so that it was considered eligible.

 Discriminant Validity (Fornell-Larckel)

Table 2 Fornell-Larcker Criterion Test Results

Brand Image Price Buying decision Motivation Packaging Repeat purchase Halal products
Brand Image 0.787
Price 0.798 0.872
Buying decision 0.754 0.721 0.749
Motivation 0.865 0.804 0.811 0.852
Packaging 0.800 0.748 0.778 0.853 0.854
Repeat purchase 0.771 0.732 0.799 0.784 0.766 0.846
Halal products 0.799 0.718 0.750 0.822 0.823 0.770 0.851
Source: Data Processing Result (2023)

 From the data in the table above, all variables have an AVE root value greater than the correlation value between one
construct and another, so discriminant validity is considered appropriate.

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 Composite Reliability

Table 3 Composite Reliability Test Result

Variable Composite reliability Alpha Cronbach
Buying decision 0.924 0.920
Repeat purchase 0.939 0.933
Halal products 0.929 0.923
Packaging 0.939 0.937
Brand Image 0.927 0.922
Price 0.904 0.895
Motivation 0.937 0.922
Source: Data Processing Result (2023)

 Based on the data shown in Table 4, each variable has a composite reliability value above 0.7, so it is considered have high or
good reliability.

 R-Square (R²)
Based on the data processing that has been carried out using the smartPLS program, the R-Square value is obtained as
follows:

Table 4 R- square (R²) Test Result

R-Square
Buying Decision 0.699
Repeat Purchase 0.638
Source: Data Processing Result (2023)

Based on the data presented in table 4.16 above, it is known that the R-Square value for the purchase decision variable is
0.699. The acquisition of this value explains that the influence of halal products, packaging, motivation, price and brand image on
the purchase decision is 0.699 or 69%. Then the R-Square value obtained by the repurchase variable is 0.638. This value explains
that repurchasing is influenced by purchasing decisions by 63%.

 Hypothesis Test
The hypothesis test in this study is conducted based on the path coefficient which contains the original sample value, the T-
statistics value and the P-value which determines the direction of the relationship between variables and the level of significance
of the relationship. Furthermore, the results of the Smart PLS program are shown in the following table.

Table 5 Hypothesis Test Result

Original sample Sample average Standard deviation T Statistics P value
(STDEV) (O/STDEV)
Halal Products -> Purchase Decision 0.142 0.141 0.067 2.127 0.033
Packaging -> Purchase Decision 0.211 0.211 0.067 3.172 0.002
Motivation -> Purchase Decision 0.370 0.368 0.101 3,644 0.000
Price -> Purchase Decision 0.117 0.118 0.062 1886 0.059
Brand Image -> Purchase Decision 0.058 0.061 0.086 0.678 0.498
Purchase Decision -> Repurchase 0.799 0.800 0.030 26,657 0.000
Source: Data Processing Result (2023)

 Based on the data in the tabel above, it can be explained  The value of the original sample packaging variable on
as follows: purchasing decisions of 0.211 and the value is close to
+1, so that packaging has a positive effect on purchasing
 The original value of the variable sample of halal decisions. Furthermore, the T-statistic value of the
products on purchase decisions is 0.142 and that value packaging variable on the purchasing decision variable is
positive value, then halal products have a positive effect 3.172 > T table 1.966 and the P-Value is 0.002 <0.05.
on purchase decisions. Furthermore, the T-statistic value From these results it can be concluded that packaging
of the halal product variable on the purchasing decision influences the purchase decision of Redoxon
variable is 2.127>T table 1.966 and the P-Value is multivitamins in DKI Jakarta, and the hypothesis is
0.033>0.05. Based on the result it can be concluded that accepted.
halal products have a significant effect on the purchase
decision of Redoxon multivitamin in DKI Jakarta, then
the hypothesis is accepted.

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 The original sample value of the motivation variable on The second hypothesis (H2) is accepted, it can be
purchasing decisions which is 0.370 and the value is concluded that packaging influences the purchase decision of
close to +1, so that motivation has a positive effect on Redoxon multivitamins in DKI Jakarta. This result is in line
purchasing decisions. Furthermore, the T-statistic value with the research by Iranita (2020) and Ovalina Sylvia Br.
of the motivational variable on the purchasedecision Ginting1, Ahmad Arif Affandi (2022) who also found that
variable is 3.644 > T table 1.966 and the P-Value is 0.000 packaging had a positive and significant effect on purchasing
<0.05. From these results it can be concluded that decisions. Packaging or packages for Redoxon multivitamins
motivation influences the purchase decision of Redoxon that are round, with attractive colors, as well as the brand
multivitamins in DKI Jakarta, so the hypothesis is name that is clearly displayed on the packaging play a very
accepted. important role in attracting consumers to make purchases.
 The original sample price variable on purchasing
decisions is 0.117 and the value is close to +1, so that the The third hypothesis (H3) is accepted, it can be
price has a positive effect on purchasing decisions. concluded that motivation influences the purchase decision of
However, the T-statistic value of the price variable on the Redoxon multivitamins in DKI Jakarta. The results of this
purchasing decision variable is 1.886 < T table 1.966 and study are supported by research by Dewi Urip Wahyuni
the P-Value is 1.886 > 0.05. From these results it can be (2008) and Yanda Satriaso (2011) who also found that
concluded that price has no effect on the purchase motivation influences purchasing decisions. This research was
decision Redoxon multivitamins in DKI Jakarta, so the conducted during the Covid-19 pandemic, there was an
hypothesis is rejected. urgency for the community to maintain their health in order to
 The original sample value of the brand image variable on minimize the risk of infected by Covid-19 virus so that the
purchasing decisions is 0.058 and that value close to +1, community's need for multivitamins was very high. The
so that is brand image has a positive effect on purchasing strong motivation of consumers to consume multivitamins
decisions. However, the calculated T-statistic value of the makes the tendency of consumers to buy Redoxon
Brand Image variable on the purchasing decision variable multivitamins to be very high.
is 0.678 < T table 1.966 and the P-Value is 0.498 > 0.05.
From these results it can be concluded that brand image The fourth hypothesis (H4) was rejected, price has no
has no effect on the purchase decision of Redoxon effect on the purchase decision of Redoxon multivitamins in
multivitamin in DKI Jakarta, so the hypothesis is DKI Jakarta. The results of this study are different from the
rejected. research of Adi Nurmahdi, Christianto Hadisiswanto Putro
 The original sample value of the purchase decision (2020) and Adi Nurmahdi, Christianto Muhammad Thariq
variable on repurchase is 0.799 and the value is close to Nahra Putra (2020) who found that price influences
+1, so that that repurchasing has a positive effect on purchasing decisions. In this study it was found that price had
repurchasing. Furthermore, the T-statistic value of the no effect on the decision to consume Redoxon multivitamins
purchase decision variable on the repurchase variable is in DKI Jakarta. The price has no effect on the decision to
26.657 > T table 1.966 and the P-Value is 0.000 <0.05. consume Redoxon multivitamins in DKI Jakarta, it can be
From these results it can be concluded that purchasing related to the period of this research which was carried out
decisions affect the repurchasing of Redoxon during the Covid-19 pandemic, there is a very strong urgency
multivitamins in Jakarta, so the hypothesis is accepted. for the public to consume quality multivitamins to maintain
endurance and stamina to avoid the Covid-19 virus. These
V. DISCUSSION conditions make price no longer a consideration for people to
buy multivitamins. People are willing to spend their money to
First hypothesis (H1) was accepted. It was proved that buy multivitamins even though they are expensive in order to
halal products have a significant effect on the purchase maintain their health.
decision of Redoxon multivitamin in DKI Jakarta. This
finding supports the results of research by Tri Nur Fadilah, The fifth hypothesis (H5) was rejected, brand image has
Purwanto and Achmad Nur Alfianto (2020) and research by no effect on the decision to consume Redoxon multivitamins
Ichsani Mutiara and Syahputra (2018) which also proves that in DKI Jakarta. The results of this study differ from the
halal products have a positive and significant effect on findings of Adi Nurmahdi, Prapatantio Teteg Pringgodigdoyo
consumer purchasing decisions. Based on the research results, (2022), Adi Nurmahdi, Roy Harry Martin Siregar (2021) and
it can be interpreted that halal products have a very important Suhesti Ningsih, Sri Laksmi Pradanawati, 2021 who found
role for consumers in determining the decision to buy a that brand image influences purchasing decisions. On the
product. Product halalness is the main consideration for other hand, this research is in line with the research of Tria
consumers when choosing a product, therefore a product must Putri, Marwan Marwan and Rose Rahmidani (2018) and
be able to convince consumers that it is halal. When Sumiati, Deni Gea (2021) which also found that brand image
consumers believe a product is a halal product from its has no effect on purchasing decisions. The absence of a
contents, the manufacturing process which is validated by the significant effect of brand image on purchasing decisions can
existence of a halal product label, the tendency of consumers be caused by the timing of this research which was carried out
to decide to buy the product will be higher than products during the Covid-19 period. Brand image is no longer an
whose halal status is not believed. urgency for the public in making decisions to purchase
multivitamins, because the priority for the community is
quality multivitamins that can maintain their stamina and

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IJISRT23FEB310 www.ijisrt.com 469

Volume 8, Issue 2, February – 2023 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
[38]. Isnaini, N., & Rahmawati, I. (2021). Analysis of
Consumer Attitudes and Behavior in Purchasing
Vitacimin Vitamin Products during the Covid-19
Pandemic (Study on Employees of the Kembang
Wijaya Kusuma Jombang Multi-Business
Cooperative). Journal of Scientific Cohesion , 5 (3),
130-136.
[39]. Juliyanti¹, AM, Illahyana, R., Fikri, Z., & Asnaini, HY
(2021). Consumer behavior in Buying Halal Products
to Students in Bengkulu City. Journal of Islamic
Economics and Philanthropy (JIEP). E-ISSN , 2655 ,
335X.
[40]. Ministry of Health. (2021). Development of Covid
Cases in Indonesia in 2021, accessed via
www.kemkes.go.id
[41]. Kotler, P and Armstrong. (2018). Marketing Principles
Seventh Edition . Jakarta: Salemba Empat Publishers.
[42]. Kristiawan , TA, & Keni , K. (2020). The Influence of
Packaging, Social Media Marketing and Electronic
Word of Mouth on Local Brand Clothing Purchasing
Decisions. DeReMa (Management Development
Research): Journal of Management , 15(2), 244-256.

IJISRT23FEB310 www.ijisrt.com 470