Abstract
The selection of packaged food and beverage products in Indonesia, certified as halal or adorned with halal labels by the Assessment Institute for Food, Drugs, and Cosmetics of the Indonesian Ulema Council (LPPOM-MUI), exhibits a remarkable diversity. This study aims to examine the impact of halal awareness and halal labels on the consumer purchasing decisions pertaining to these packaged commodities. Employing a quantitative approach, the research methodology entails the collection of primary data through questionnaire distribution among respondents. The sample size for this study encompassed 117 individuals. Multiple linear regression analysis served as the data analysis technique. The findings unveiled that both halal awareness and halal labels jointly exerted a significant influence on the purchasing decisions associated with packaged food and beverage products. Evident from the halal label's significance value of 0.000, which is below the predetermined threshold of 0.05, the analysis underscores their pivotal role. Furthermore, the R Square value of 0.619 signifies that halal awareness and halal labels contribute to 61.9% of the observed variance, leaving the remaining 38.1% subject to factors beyond the scope of the multiple linear regression model.
Published Version
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