Pengaruh Label Halal Dan Kualitas Produk Terhadap Keputusan Pembelian Ayam Potong (Studi Kasus Pada Konsumen Di Pasar Ir. Soekarno Sukoharjo)

In order to explore consumer decisions in purchasing broiler chickens at the Ir. Sukarno. This research is included in the category of quantitative research. This study seeks to examine the impact of the halal label and quality which also influence consumer decisions in purchasing broiler chicken at the Ir. Sukarno. This thesis uses a causal quantitative approach. The population here are buyers at the Ir. Sukarno whose number is infinite. The design that the writer uses in sampling is a nonprobability sampling technique with purposive sampling category. To facilitate calculations, the authors set the sample to be 100 people. The author uses multiple linear regression analysis techniques. The findings of this study indicate that (1) the halal label (X1) and product quality (X2) simultaneously and significantly influence the purchasing decision (Y) of broiler chickens in the Ir. Sukarno. (2) the halal label has a significant effect on consumer purchasing decisions at the Ir. Sukarno. (3) product quality has a significant effect on consumer purchasing decisions in the Ir. Sukarno. (4) Determination or contribution of the halal label (X1) and product quality (X2) to the purchase decision (Y) of broiler chickens at Ir. Soekarno by 32.9%. The remaining contribution of other variables is only 67.1%, such as service quality, location, other prices