Pengaruh Label Halal dan Kualitas Produk Terhadap Keputusan Pembelian Jamur Aslamiyah Desa Sengkati Baru

Abstract

This study was conducted to evaluate the influence of halal labeling and product quality on consumer behavior in purchasing Aslamiyah mushrooms in Sengkati Baru Village, Batang Hari Regency. Using a descriptive quantitative research design, this study involved 53 respondents selected as a sample based on the Slovin formula. The primary data collection instrument, a questionnaire, was analyzed using multiple linear regression techniques with the assistance of SPSS software. The findings revealed that, independently, the halal labeling variable had a significant influence on purchasing decisions, while the product quality factor did not show a significant influence when analyzed in isolation. However, the results of the simultaneous test prove that both factors together make a positive and significant contribution to consumer purchasing behavior. This indicates that while the aspect of religiosity through halal certification is a top priority for Muslim consumers in building trust, the integration of clear labeling and improved quality remains crucial. Therefore, manufacturers are advised to maintain the credibility of halal certification and continue to optimize product quality to strengthen customer loyalty and competitive advantage in an increasingly competitive market.