PENGARUH LABEL HALAL DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK AICE DI TOKO MADURA MERJOSARI

The purpose of this study is to determine halal label and brand image on
purchasing decision for Aice ice cream products at the Madura Merjosari Store.
This research uses a quantitive approach with the object of Aice ice cream
consumers at the Madura Merjosari shop. The data collection technique uses a
questionnaire that has been tasted for validity and reability. The data analysis
technique used to answer this research hypothesis is multiple liner regression
analysis. The results of this research show that simultaneously the independent
variables, namely the halal label and brand image, have an influence on the
dependent variable, namely purchasing decisions. Meanwhile, partially the halal
label variable has a positive and significant effect on purchasing decisions. The
brand image variable has a positive and significant effect on purchasing
decisions.