Pengaruh Harga, Kualitas Produk, Dan Label Halal Terhadap Keputusan Pembelian Pada Produk Bolu Kering Mangga Podang

This study aims to analyze the effect of price, product quality, and halal labeling on purchasing decisions for dried mango podang sponge cake products. The research employed a quantitative approach with a causal associative design. The population consisted of 305 consumers who had purchased the product more than once, with 173 respondents selected as samples using the Slovin formula and simple random sampling technique. Data were collected through questionnaires using a five-point Likert scale. Data analysis was conducted using multiple linear regression with SPSS version 26.0, including validity test, reliability test, classical assumption test, t-test, F-test, and coefficient of determination. The results showed that partially, price, product quality, and halal labeling had a positive and significant effect on purchasing decisions. Simultaneously, all three variables significantly influenced purchasing decisions. The coefficient of determination of 63.4% indicates that consumer purchasing decisions can be explained by price, product quality, and halal labeling, while the remaining percentage is influenced by other variables outside the research model. These findings suggest that improving the competitiveness of dried mango podang sponge cake products requires competitive pricing strategies, product quality enhancement, and strengthening halal product attributes.