Pengaruh Label Halal, Harga, dan Citra Merek terhadap Keputusan Pembelian Konsumen pada Starbucks

• DOI: 10.33476/jeba.v7i1.2419
• Publication Date: 2022-08-11T07:43:17Z
• Authors: M. Fahrul Rozjiqin; Ahmad Ajib Ridlwan
• Keywords: Brand Image; Purchasing decision

The objective of this study was to identify the effect halal labels, prices, and brand image on consumer purchasing decisions for Starbucks products students in city Surabaya. research method used is quantitative with multiple linear regression analysis techniques. sampling technique purposive by distributing questionnaires according predetermined respondent criteria. results stated that label had a positive decisions. However, price has negative These indicate Surabaya make aspects labels as determinants buying consuming products. While aspect not part