PENGARUH LABEL HALAL, FOOD QUALITY DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN (SURVEI PADA KONSUMEN CHATIME DI KOTA MALANG)

The purpose of this study was to examine the effect of halal labels, food quality and brand image on purchasing decisions (Survey of Chatime boba drink consumers in Malang City). The population in this study were consumers of Chatime boba beverage products. The number of samples in this study were 136 respondents. The data used is the result of distributing questionnaires to consumers. The analysis technique used is multiple linear regression analysis. The sampling technique is by non-purposive sampling technique with the criteria of consumers ranging in age from 15-25 years, Chatime consumers in Malang City, and consumers who buy Chatime via online. Data processing using SPSS. The test results from this study indicate that the variables of halal label, food quality and brand image have a significant and positive effect on purchasing decisions for Chatime boba beverage products, and the variable that has a dominant influence on purchasing decisions for Chatime boba beverage products is the halal label