Abstract
This article about Muslim consumer behavior is to learn more about the existence of a halal brand on the purchase of ice cream products. This literacy says that consumer behavior is important to influencing the existence of a halal brand. The lifestyle of Muslim consumers, which are concerned about whether they are buying or consuming a product, especially ice cream, is due to a tendency to care about religious teaching (Islam). This type of study is library research conducted through the way we study books and other data sources. The research method used is a qualitative study. The results of the study state that consumer behavior has a significant impact on existence of halal brands when purchasing Walls ice cream.
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