PENGARUH LOGO HALAL, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MIXUE ICE CREAM & TEA (STUDI PADA MASYARAKAT KOTA MADIUN)

Abstract

Purchasing decision is an action taken by consumers to buy a product. The purpose of this study is to prove whether there is an influence of halal logo, price and product quality on purchasing decisions. This research was conducted on Mixue consumers in Madiun City using the Accidental Sampling method, where the sampling technique is based on chance as many as 385 responses. This research method uses a quantitative approach using SPSS Software. The results of this study show that halal logos have a significant effect on purchasing decisions, price has a significant effect on purchasing decisions, product quality has a significant effect on purchasing decisions, and halal logos, prices, and product quality simultaneously affect purchasing decisions.

Keywords: Halal logo, price, product quality, purchasing decision.