THE EFFECT OF HALAL LABEL PRODUCT QUALITY AND SERVICE QUALITY ON PURCHASE DECISIONS

The halal industry in Indonesia is currently increasing from year to year, especially in the food and beverages sector. Kopi Kenangan is one of the popular local coffee products in Indonesia. Even though some food commodities are found without the halal label. This research aims to find the effect of a label of halal, product quality, and service quality on decisions of purchasing Kopi Kenangan in the area of Jakarta, Bogor, Depok, and Tangerang (cities in Indonesia). This research uses a quantitative approach. The sample that was used in this study was 100 respondents from Kopi Kenangan consumers that were located in the Jakarta area. A questionnaire was used as a tool to collect data using a Likert scale. This study used analysis of multiple linear regression supported by the validity and reliability test, classical assumption test, t-test, and f-test using IBM SPSS Statistics software. The results found from this research are Label of halal (X1), Product Quality (X2), and Service Quality (X3) have a significant effect on decisions of purchasing Kopi Kenangan, and simultaneously all variables influence significantly the decision of purchasing of Kopi Kenangan.