The Influence Of Halal Label And Taste On Snack Products Toward Purchase Intention Of The Community In Metro City (East Metro)

Abstract

Indonesia is a predominantly Muslim country, making the halal label an important consideration in determining product purchasing decisions. The growing halal lifestyle phenomenon makes the halal label not only a complementary attribute but also an indicator of product quality, safety, and compliance with Islamic law. Previous research on the influence of the halal label on purchasing intention has shown inconsistent results, thus creating a research gap that requires further study. This study aims to determine and analyze the influence of the halal label on packaged products on purchasing intention in Metro City, especially in the East Metro area. This study uses a quantitative approach with a data collection method through distributing questionnaires to 100 respondents selected using a purposive sampling technique. Data analysis was performed using simple linear regression with the help of IBM SPSS Statistics 25. The results show that the halal label has a positive and significant effect on purchasing intention. This is evidenced by the calculated t value of 8.946, which is greater than the t table of 1.984, and a significance value of 0.000 <0.05. The regression coefficient value of 0.843 indicates that every increase in positive perceptions of the halal label will increase public purchasing interest. Furthermore, the coefficient of determination (R-Square) value of 0.450 indicates that the halal label contributes 45% to public purchasing interest. This finding supports the Theory of Planned Behavior, which explains that halal labels can shape positive attitudes and increase consumer trust, thus encouraging purchasing interest in packaged products in East Metro.