Impact of Lifestyle and Halal Labelization on Chatime Drink Product Packaging: A Behavioral Geographic Study

Abstract

The behavioral geography is regarded as the sub branch of the human geography. The development of the beverage business is a growing business today. In fact, this business is able to penetrate the global market, with new brands starting to appear in Indonesia, both local and international brands. One of the international brands that is developing its business in Indonesia is Chatime. This is because the Indonesian people have changed their lifestyle, which increases the need to consume soft drinks anytime and anywhere. So that the current market demand for soft drinks continues to increase every year, causing soft drink manufacturers to compete with each other to create and offer products that are able to compete tightly to meet buyers' expectations. This study aims to find out how respondents respond about lifestyle and halal labeling on chatime product packaging and how it affects the consumer buying decision process. In line with the behavioral geographic which studies how to human understanding is developed regarding their environment, and its influence on their behaviors. In this regard, the study has considered the halal labeling and lifestyle as an environment and its influence on human thinking by considering the process buying decision. This study uses descriptive and verification methods. Data collection techniques used by distributing questionnaires, interviews and observations. While the sampling technique used is accidental sampling. The data analysis tool used is Multiple Regression. The results showed that the lifestyle and halal labeling on chatime product packaging had a positive and significant impact on the consumer buying decision process. This is because lifestyle is a change in behavior in meeting their needs from traditional patterns to today's modern patterns. Meanwhile, halal labeling affects the buying decision process, because the label written on the packaging will show a sense of responsibility from the producer, and consumers feel safe when consuming the product.