PENGARUH LABEL HALAL DAN CITRA MEREK TERHADAP NIAT PEMBELIAN ULANG (Studi Pada Penjual Mie Ayam dan Bakso Di Sekitar Kampus III Universitas Muhammadiyah Malang)

This study aims to determine the effect of halal labels and brand image on repurchase intentions and which variables have the greatest contribution to intention to repurchase. This type of research is quantitative research by distributing questionnaires online to 100 UMM III students who had consumed chicken noodles and meatballs around UMM Campus III. The analysis tool used is multiple linear regression. The results of the analysis show that the halal label and brand image have a positive effect on the intention to repurchase. Brand image has the most dominant influence on intention to repurchase. The results showed that the existence of a halal label and a good brand image will further lead to repurchase intention