The Influence of Halal `Labels, Promotion, Service Quality, Brand Image, and Price on Consumer Decisions in Buying Medicines at the Pharmacy in Jember Regency

In product marketing in Indonesia, halal is a fundamental matter, especially regarding food; this has been proven by previous research, while research on marketing drugs related to halal has yet to be found by researchers in previous studies. Given the circulation of drugs containing pig DNA, labels should be an essential thing to consider in every consumer purchasing decision because medicines are the same as a food whose use is consumed directly by the body. This study aims to analyze the effect of halal labels, promotions, service quality, brand image, and prices on consumer decisions in buying medicines at pharmacies in the Jember Regency. This type of research is associative research with a quantitative approach. The population of this study is consumers who buy drugs at pharmacies in the Jember district, which fall into the unlimited population category (infinite) . The sampling technique uses the technique of nonprobability sampling with the approach of purposive sampling . Data collection using observation (observation), questionnaire (questionnaire) and literature study. This study uses multiple linear regression analysis. The data were tested using the classical assumption, Multicollinearity, Heteroscedasticity and Normality tests. The hypothesis test uses a partial test (t-test) and a simultaneous test (f-test). Use the coefficient of determination test (R2) to measure how far the model can explain the dependent variable's variation. The results of this study show that based on the significance value (Sig) on the halal label, the probability value is > α which is 0.326 > 0.05, so there is no significant effect between the halal label on consumer decisions on promotions and the probability v alue is > α which is 0.886 > 0.05. There is no significant effect between promotion on consumer decisions on service quality. The probability value is > α which is 0.002 <0.05, so there is a significant influence between service quality on consumer decisions; for the on-brand image, the probability value is > α which is 0.000 <0.05, then there is a significant influence between the brand image on consumer decisions, and at prices, the probability value > α is 0.128 > 0.05, so there is no significant effect between prices on consumer decisions in buying medicines at pharmacies in Jember district.


Introduction
The world's Muslim population is predicted to reach 27.5% of the total population in the world by 2030.Thomson Reuters, in its report entitledState of the Global Islamic Economy 2013 Report, mentioned that the total global spending of Muslim consumers on food and lifestyle reached US$1.62 trillion in 2012 and is expected to reach US$2.47 trillion in 2018.(Rahmawati, 2014) This figure illustrates the potential of the non-sharia financial industry for a country with a majority Muslim population, especially Indonesia, a country with the largest Muslim population in the world.
Indonesia ranks first in food sector spending with a total expenditure of US$ 197 billion or around 18% of total global spending.Meanwhile, for product sector expenditure fashion and sector pharmaceutical, Indonesia is ranked third.
Based on these data it can be said that the halal food industry and the clothing industry are the most potential sharia non-financial industries in Indonesia Indonesia is one of the largest Muslim countries and the largest consuming country of halal products globally.Based on several studies that have been conducted, in every consumer's decision to buy a product, the existence of a halal label is one of the considerations.In the last few years, several types of drugs containing it have been circulating in deoxyribose nucleic acid (DNA) swine.This is, of course, very worrying and unsettling for the people of Indonesia, who are predominantly Muslim, to buy a medicinal product labeled halal.Between 2000 and 2018, 10 cases related to food, drugs and cosmetics allegedly contained pork.Of the 10 cases, there were several notable cases of drugs containing pork, namely the meningitis vaccine (2009).The Mataram Center for Drug and Food Purchases of medicines are usually made at the nearest pharmacy or shop by consumers, whether using a doctor's prescription or not.This is also done by consumers in Jember Regency.Some of the cases above remind us as Muslim consumers that we should pay more attention to the halalness of everything we consume because consuming halal food for Muslims is an obligation to fulfill Allah's commandment It means: And eat halal and good food from what God has provided for you, and fear God in whom you believe.
Medicines are usually purchased at pharmacies as a place to mix, distribute and sell drugs based on a doctor's prescription and sell various other medical needs.The existence of pharmacies is currently spread across Indonesia, including one in the city of Jember, one of the five largest and most complete pharmacies in Jember according to several informants who are experts in pharmaceutical science who were sampled by researchers.The researcher included five variables, where the five variables were considered by consumers in deciding to buy medicines at pharmacies in Jember Regency, the five variables were Halal Label, Promotion, Service Quality, Brand Image and Price.
In product marketing in Indonesia, halal is a very important matter, especially regarding food, this has been proven by previous research, while research on marketing drugs related to halal has not been found by researchers in previous studies.Given the phenomenon of the circulation of drugs containing pig DNA, the existence of labels should be an important thing to consider in every consumer purchasing decision, because medicines are the same as food whose use is both consumed directly by the body.
The existence of competitive competition in the marketing of a product makes intensive promotion as a way so that the product to be marketed by a company still has an advantage over other products.Promotion is an activity that communicates the advantages of a product and persuades target customers to buy it.Promotion of a drug product is carried out by communicating the efficacy of these drugs in the healing process of diseases suffered by consumers.(Kotter & Keller, 2009) Service quality as a measure of how well the level of service provided is able to match customer expectations.Quality service is needed by every company to win the market in an increasingly competitive world.One thing that is also a concern and consideration for consumers in deciding to buy a product is the brand and product quality.(Adrianshah, 2017) The brand image attached to a product affects every consumer purchasing decision.the brand of a drug in front of consumers usually depends on the quality and efficacy of the drug itself.
Price is one of the factors that influence customers in the buying process.(Zainal, 2017) Price setting is usually done through a bargaining process between producers and consumers, while the price of medicines at pharmacies is a patent price that has been set by the pharmacy manager and is usually not negotiable by consumers or customers.The product purchase decision process is carried out by consumers through several stages, namely, need recognition, information search, evaluation of alternatives, purchase decisions and post-purchase behavior.(Kotler & Amstrong, 1997) The existence of a halal label on medicines is then balanced with intensive promotion and good service quality by the company for every pharmacy consumer, which greatly influences every consumer purchasing decision.Other considerations that also affect consumer decisions are brand image and price, the better the product image which is influenced by the image of the company, user, product and store, as well as the price according to product quality, it will also affect consumers in buying medicines at pharmacies. in Jember Regency.

Method
The research method is a scientific way to obtain data with specific goals and uses.In other words, the research method is a method used to obtain data as needed.(Sugiyono, 2015) The approach in this research is a quantitative approach.The research method is an associative research method because this research wants to know the effect of halal labels, promotions, service quality, brand image and prices on consumer decisions in buying medicinal products.Likewise with the notion of associative research, namely research that aims to determine the relationship between two or more variables.(Sugiyono, 2004) The type of research used is descriptive or explanatory research.
The population is a combination of all elements in the form of events, things or people who have similar characteristics which are the center of attention of a researcher, because it is seen as a research universe.The population is the whole object under study and consists of a limited number of individuals(finite) nor unlimited(infinite). (Ferdinand, 2006) The population of this study were consumers who bought pharmacies at the five biggest pharmacies in Jember which were determined according to several pharmacists that the researchers made as informants.
The sampling technique in this study is non probability sampling with an approach to accidental sampling.Accidental sampling is sampling technique based on coincidence, namely consumers by chance/incidental meet with researchers who can be used as a sample, if it is deemed that the person met by chance is suitable as a data source.(Sugiyono, 2003) In research multivariate, determination of the minimum number of samples is calculated based on the following formula: (Ferdinand, 2006)  Based on the above formula, 125 respondents were determined as the sample of this study.

Overview of Pharmacies in Jember Regency and Respondents
According to some pharmacists, pharmacies are grouped into two, namely government-owned pharmacies, state-owned enterprises (BUMN) and private pharmacies.Some of the biggest and most complete pharmacies in Jember Regency, according to some pharmacists, were used as research sites by researchers.
Respondents in this study were people in Jember Regency and its surroundings who came to the five largest and most comprehensive pharmacies in Jember Regency to buy medicine.
In this study, 125 questionnaires were distributed, then distributed to every consumer who came to the five most complete and largest pharmacies in Jember Regency which had been determined by the researcher as the research location.All the questionnaires that had been distributed were all answered correctly by the respondents and all the questionnaires were returned to the researcher     : 10-05-2023, Revised: 08-07-2023, Accepted: 13-07-2023 Based on Figure 4.6 above, it is known that most of the respondents work as entrepreneurs and at least work as lecturers and village assistants.

Validity test
The results of testing the validity of this study are presented in the following table:  Based on table 4.3 above, it was found that respondents generally rated the Halal Label variable (XI) from item 1 more on a score of 5, item 2 more on a score of 4, item 3 more on a score of 4, item 4 on more on a score of 4, item 5 on more score 4 more, item 6 score 4 more, item 7 score 4 more, and item 8 score 4 more.From items 1 to 8 respondents rated the most at a score of 4.   Based on Table 4.9 above, shows the test resultsKolmogorov-Smirnov the value of the test statistic is 0.064 with a probability of 0.2.This shows that the probability value > α means that the residuals are normally distributed.

Multicollinearity Assumption Test
Testing the multicollinearity assumption aims to determine whether or not there is a linear relationship between the independent variables in the model.

Multicollinearity testing is done by looking at the valueVariance Inflation Factor
(VIF) or value tolerance each independent variable, the test criteria states when the VIF value < 10 or value tolerance > 0.10, it can be stated that there are no symptoms of multicollinearity.Following are the VIF values and tolerance each independent variable: Based on table 4.10 above, it can be seen that all independent variables have VIF values <10 and values tolerance> 0.10 Thus the regression analysis in this study did not contain symptoms of multicollinearity.

Heteroscedasticity Assumption Test
The heteroscedasticity assumption test aims to determine whether the residuals have a homogeneous (constant) variance or not.The  Based on table 4.11 above, it can be seen that there are independent variables that have a probability value <α, meaning that the residual has a heterogeneous variance.Thus the regression analysis in this study was declared to contain symptoms of heteroscedasticity.

Autocorrelation Assumption Test
Testing the assumption of autocorrelation aims to find out whether in the regression model there is a correlation between the residuals in period t and t-1 (previously), detecting autocorrelation using theDurbin-Watson.The testing criteria states when the statisticDurbin-Watson (d) being between du and 4-du means that there are no signs of autocorrelation in the regression model, the du value is obtained from tableDurbin-Watson.Here are the test resultsDurbin-Watson:  Decisions.If all medicines in pharmacies have a Halal label, consumers will feel more at ease and safe in buying medicines, so it is possible that consumers will also make decisions to buy.Ho1 : There is no significant influence between halal labels on consumer decisions in buying medicines at pharmacies in Jember Regency Ha1: There is a significant influence between the halal label on consumer decisions in buying medicines at pharmacies in Jember Regency α = 5% The probability value > α is obtained, thus there is no significant effect between the halal label on consumer decisions in buying medicines at pharmacies in Jember Regency.

b. Partial Hypothesis Test between Promotion and Consumer Decisions in
Buying Medicines at Pharmacies in Jember Regency

Testing hypothesis
Ho1 : There is no significant influence between promotions on consumer decisions in buying medicines at pharmacies in Jember Regency prices to consumer decisions in buying medicines at pharmacies in Jember Regency is 46.9%, while the remaining 53.1% is a contribution from other variables that are not discussed in this study.

Conclussion
Based on the analysis of research results and discussion that has been described previously, the conclusions in this study are: The halal label has no significant effect on consumer decisions.This shows that the first hypothesis which states that the halal label has a significant effect on consumer decisions is rejected.
Promotion has no significant effect on consumer decisions.This shows that the second hypothesis which states that promotion has a significant effect on consumer decisions is rejected.
Brand image has a significant effect on consumer decisions.This shows that the third hypothesis which states that brand image has a significant effect on consumer decisions is accepted.
Service quality has a significant effect on consumer decisions.This shows that the fourth hypothesis which states that service quality has a significant effect on consumer decisions is accepted.
Prices have no significant effect on consumer decisions.This shows that the fifth hypothesis which states that price has a significant effect on consumer decisions is rejected.
Control (POM) in early 2018 conducted tests on samples of Viostin DS andEnzypplex where these two tablets tested positive for pig DNA, the central Food and Drug Monitoring Agency (BPOM) confirmed the truth of this information.The product samples listed in the letter are Viostin DS produced by PT Pharos Indonesia with distribution permit number (NIE) POM SD.051523771 batch number BN C6K994H, andEnzyplex tablets produced by PT Medifarma Laboratories with NIE DBL7214704016A1 batch number 16185101 positive for pig DNA.Between 2000 and 2018, 10 cases related to food, drugs and cosmetics allegedly contained pork.Of the 10 cases, there were several exceptional cases of drugs containing pork, namely the meningitis vaccine (2009).The Mataram Center for Drug and Food Control (POM) in early 2018 conducted tests on samples of Viostin DS andEnzypplex where these two tablets tested positive for pig DNA, the central Food and Drug Monitoring Agency (BPOM) confirmed the truth of this information.The product samples listed in the letter are Viostin DS produced by PT Pharos Indonesia with distribution permit number (NIE) POM SD.051523771 batch number BN C6K994H, andEnzyplex tablets produced by PT Medifarma Laboratories with NIE DBL7214704016A1 batch number 16185101 positive for pig DNA In 2018 there was also information about vaccines(Measles Rubella (MR) which also contains pork.This information was also conveyed by the Chairman of the West Kalimantan Indonesian Ulema Council (MUI), HM Basri, that the MR vaccine produced by serum institute of India (SII) and distributed by Biofarma in Indonesia tested positive for pork and human diploid cell or materials from human organs.This is based on an examination conducted by the Institute for the Assessment of Food, Drugs and Cosmetics (LPPOM).

Figure
Figure 4.3 Respondent Data Based on Gender

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Figure 4.4 Graph of Respondent Data by Age

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Figure 4.5 Graph of Respondent Data Based on Education

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Figure 4.6 Graph of Respondents Data by Type of Work

Table 4 .1 Recapitulation of Validity Calculations Variable Item Information
To test the reliability is done by finding the reliability number of the question items from the questionnaire with the standard item formulaalpha.After obtaining the value alpha, then compares this value with the critical number that has been determined in this test.Reliability test usingSPSS for Windows Version 25 with approachStatistic Cronbach Alpha.Instrument reliability testing was carried out to determine the reliability and consistency of the research instrument as a tool for measuring the variables it measures.Reliability testing using techniquesCronbach's Alpha.The testing criteria states when the valueCronbach's Source: Processed Results of SPSS Table4.1 above shows the results of the comparison between r count which is the correlation coefficient with rtable which shows that all rcount greater than rtable.Thus all items are declared valid or able to measure these variables, so that they can be used as a data collection tool in this study.The conclusion is that each question item in the questionnaire has internal validity or consistency, which means that these variables are able to measure the same aspect or what you want to measure.

Table .
Brand Image variable 0.90 > 0.6, Price variable 0.936 > 0.6 , Consumer Decision variable 0.899 > 0.6.Thus these variables are declared reliable or consistent in measuring these variables, so that they can be used as data collection tools in this study.

Table 4 .4 Results of Descriptive Analysis of Promotional Variables (X2)
score 4, item 15 gets more score 4, and item 16 gets more score 4.Starting from item 1 to item 16 respondents rate more on scores 3 and 4. As for the order of the respondents who answered the variables in this study were as Based on table 4.4 above, it was found that respondents generally assessed the Promotion variable (X2) starting from item 1 with more scores of 4, item 2 with more scores of 4, item 3 with more scores of 3, item 4 with more scores of 3, item 5 with more scores of 3 , item 6 gets a score of 3, item 7 gets a score of 3, item 8 gets a score of 4, item 9 gets a score 3, item 10 gets a score 3, item 11 gets a score 4, item 12 gets a score 3, item 12 gets a score 3, item 13 gets more score 4, item 14 gets more Results of Descriptive Analysis of Service Quality Variables (X3)Based on table 4.5 above, it was found that respondents generally assessed the variable Quality of Service (X3), starting from item 1 with more scores of 4, item 2 with more scores of 4, item 3 with more scores of 4, item 4 with more scores of 4, item 5 with more more score 4, item 6 more score 4, item 7 more score 4, item 8 more score 4, item 9 more score 4, item 10 more score 4, item 11 more score 4,

Table 4 .6 Results of Descriptive Analysis of Brand Image Variables (X3)
Based on table 4.6 above, it was found that respondents generally assessed the Brand Image variable (X4), starting from item 1 with more scores of 4, item 2 with more scores of 4, item 3 with more scores of 4, item 4 with more scores with 4, item 5 with more more scores 4, item 6 more scores 4, item 7 more scores 3, item 8 more items 4. Based on the table above, starting from item 1 to item 8 respondents rate more on a score of 4.5.Variable Price (X5)

Table 4 .7 Results of Descriptive Analysis of Price Variables (X5)
Smirnov> 0.05 then the residuals are normally distributed and vice versa.Here are the test results Kolmogorov-Smirnov: Based on table 4.7 above, it was found that respondents generally rated the price variable (X5), starting from item 1 with more scores of 4, item 2 with more scores of 3, item 3 with more scores of 4, item 4 with more scores of 4, item 5 with more score 4, item 6 more score 4, item 7 more score 3, item 8 more item 3. Based on the table above, from item 1 to item 8 respondents rate more on score 4. Based on

Table 4 .10 Multicollinearity Test Assumption Results Independent Variable Collinearity Statistics Tolerance VIF
test in this study used the testGlazes.TestGlazes done by regressing the residual absolute value of the independent variable.The test criteria state that if the probability value on the independent variable > error rate (α) is 5%, it means that the residual has a homogeneous variance, so that the regression model obtained does not contain symptoms of heteroscedasticity.Here are the test resultsGlazes: Submitted: 10-05-2023, Revised: 08-07-2023, Accepted: 13-07-2023 heteroscedasticity

Table 4 .12 Autocorrelation Test Assumption Results Model Summary
Based on the tableDurbin-Watson obtained a dl value of 1.626 and a du of 1.792.While in table 4.12 above, testDurbin-Watson produces a d value of 1.522.Value d test resultsDurbin-Watson is between 0 and dl means that the regression analysis in this study is stated to contain positive autocorrelation symptoms.

Table 4 .14 Multiple Linear Regression Test Results
Based on Table4.15above, an R number of 0.685 is obtained.This shows that there is a moderate relationship between Halal Label, Promotion, Service Quality, Brand Image and Price on Consumer Decisions.
pharmacies in Jember Regency.The test used is the F test, the results of the F test are presented in the following table

Table 4 .16 F test results Source of Diversity Free degrees Sum of Residual Squares Residual Middle Square Probability Value
Partial hypothesis testing aims to determine whether there is an influence of each independent variable on the dependent variable, the test used is the t test.The results of the t test are presented in the following table:

Table 4 .17 Test Results t
Description: ** (significantly influential) a. Partial Hypothesis Testing between Halal Labels and Consumer Decisions in Buying Medicines at Pharmacies in Jember Regency Testing hypothesis