The Influence of Halal Label and Product Quality on Purchase Decisions for Food and Beverage Products: A Case Study on Islamic Economics Students at IAIN Syekh Nurjati Cirebon

Abstract

Indonesia is listed in the Global Islamic Economy (GIE) 2021. Occupying the tenth consumer country in the world halal industry. According to Islamic teachings, food and drinks consumed by humans, especially those who are Muslims, are not allowed to be consumed freely. This means that consuming food must be labelled halal as Allah's commandment, which must be good and healthy. This research uses a quantitative approach that includes statistical data. The respondents we took were 100 active students at IAIN Sheikh Nurjati Cirebon. This data analysis technique uses instrument tests, multiple linear regression tests, and classical assumption tests using SPSS v25. in the analysis of the effect of halal labels and product quality on purchasing decisions, the Adjusted R Square value is 0.345 or 34.5%, meaning that the contribution of halal label variables and product quality together to purchasing decisions is 34.5%. So it can be concluded that there is a positive and significant influence between the Halal Label on Product Quality at IAIN Sheikh Nurjati Cirebon. There is a positive and significant influence between the Halal Label on Purchasing Decisions for Packaged Food and Beverages for IAIN Sheikh Nurjati Cirebon students.