The Influence of Green Marketing and Halal Products on Decision Purchasing of HNI (Halal Network International) Products in Baubau City

Abstract

This study aims to analyze the influence of green marketing and halal product perception on purchasing decisions of HNI (Halal Network International) products in Baubau City. The growing concern for environmental sustainability and halal assurance has shifted consumer preferences toward products that align with ethical and religious values. This research adopts a quantitative approach with a survey method, involving respondents who are active HNI consumers in Baubau City. Data were collected using questionnaires and analyzed through validity tests, reliability tests, and simple linear regression to measure the influence of the independent variables on the dependent variable. The results show that both green marketing and halal product perception have a significant and positive effect on consumer purchasing decisions. Green marketing practices such as eco-friendly packaging, product safety, and ethical promotion strengthen consumer trust and intention to buy. Meanwhile, the perception of halal assurance, both in product content and certification, further enhances consumer confidence in choosing HNI products. The findings suggest that integrating environmental awareness with halal principles can be a strategic advantage in the halal product market.