The Effect of Halal Labeling on Consumers’ Purchase Intention: Evidence from Makassar, Indonesia
Keywords:
Halal labeling, Purchase intention, Theory of Planned Behavior, Consumer trustAbstract
This study aims to analyze the influence of halal labeling on consumer purchase intention toward Mixue Ice Cream products in Makassar City. Utilizing a descriptive quantitative approach and data collection techniques such as questionnaires, observation, and documentation, data were obtained from 150 respondents selected through purposive sampling. The analysis was conducted using simple linear regression with SPSS version 26. The results indicate that halal labeling has a significant effect on purchase intention, with a t-value of 9.476 and a significance level of 0.000 (< 0.05), and a coefficient of determination (R²) of 0.378. These findings suggest that halal labeling not only fulfills regulatory requirements but also plays a strategic role in building trust and loyalty among Muslim consumers. Therefore, halal labeling becomes a crucial factor in purchasing decisions and marketing strategies for products based on religious values
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