The Influence of Brand Image, Halal Label and Word of Mouth On Consumer Purchasing Decisions at Salimah Food Pekanbaru

Abstract

The purpose of this study is to examines how brand image, halal labeling, and word of mouth impact the purchasing decisions of consumers of Salimah Food Pekanbaru. This research adopts a quantitative approach. The study's target population consists of individuals in Pekanbaru who have bought products from Salimah Food Pekanbaru. The research employs purposive sampling to select respondents. A total of 120 respondents participated in this study. Data analysis is conducted using multiple linear regression analysis through the SPSS 26 software. The findings indicate that individually, brand image, halal labeling, and word of mouth has a positive and significant impact on purchasing decisions. Moreover, when considered together, brand image, halal labeling, and word of mouth collectively have a positive and significant effect on purchasing decisions at Salimah Food Pekanbaru. These three factors, brand image, halal labeling, and word of mouth, collectively explain 61.2% of the variance in purchasing decisions, while the remaining 38.8% is influenced by variables that were not examined in this study.