PENGARUH LABELISASI HALAL DAN GREEN PRODUCT TERHADAP KEPUTUSAN PEMBELIAN PRODUK MAKANAN (STUDI PADA MEREK WARALABA INTERNASIONAL DI KOTA MALANG)

green product labeling on purchasing decisions for food and beverage products for the people of Malang city. The population in this study were food and beverage consumers whose number was not known with certainty and the sampling technique used was purposive sampling with a sample size of 384 respondents. The data analysis method used multiple linear regression, coefficient of determination and t-test. The coefficient of determination (R2) value was obtained at 0.793 or when presented, 79.3% of the halal and green product labeling variables simultaneously influenced the purchasing decisions for food and beverage products for the people of Malang city. The results showed that the halal labeling variable had an influence on the purchasing decisions for food and beverage products for the people of Malang city. The green product variable had an influence on the purchasing decisions for food and beverage products for the people of Malang city.