<![CDATA[AbstractThis study aims to analyze the determinants of purchasing decisions and their implications for repurchase intention of Mie Gacoan Kudus consumers. The study used a quantitative approach with a population of all Mie Gacoan Kudus consumers and an accidental sampling technique. Data were collected through a questionnaire compiled based on indicators of halal labels, store atmosphere, product knowledge, purchase decisions, and repurchase intention. Data analysis was conducted using the Partial Least Square (PLS) method through outer model, inner model, and bootstrapping tests. The results showed that the halal label had no significant effect on purchase decisions or repurchase intention. In contrast, store atmosphere and product knowledge had a significant effect on purchase decisions. Purchase decisions acted as a mediator of the influence of store atmosphere and product knowledge on repurchase intention and had a significant direct effect on repurchase intention. These findings strengthen consumer behavior theory and provide practical implications for business actors to prioritize strategies to improve store atmosphere and product understanding to encourage repeat purchases.Keywords: Halal Label; Store Atmosphere; Product Knowledge; Repurchase Intention. AbstrakPenelitian ini bertujuan menganalisis determinasi keputusan pembelian dan implikasinya terhadap minat beli ulang konsumen Mie Gacoan Kudus. Penelitian menggunakan pendekatan kuantitatif dengan populasi seluruh konsumen Mie Gacoan Kudus dan teknik pengambilan sampel accidental sampling. Data dikumpulkan melalui kuesioner yang disusun berdasarkan indikator label halal, store atmosphere, product knowledge, keputusan pembelian, dan minat beli ulang. Analisis data dilakukan menggunakan metode Partial Least Square (PLS) melalui pengujian outer model, inner model, dan bootstrapping. Hasil penelitian menunjukkan bahwa label halal tidak berpengaruh signifikan terhadap keputusan pembelian maupun minat beli ulang. Sebaliknya, store atmosphere dan product knowledge berpengaruh signifikan terhadap keputusan pembelian. Keputusan pembelian berperan sebagai mediator pengaruh store atmosphere dan product knowledge terhadap minat beli ulang serta berpengaruh signifikan secara langsung terhadap minat beli ulang. Temuan ini memperkuat teori perilaku konsumen dan memberikan implikasi praktis bagi pelaku usaha untuk memprioritaskan strategi peningkatan suasana gerai dan pemahaman produk guna mendorong pembelian ulang.Kata Kunci: Label Halal; Store Atmosphere; Product Knowledge; Keputusan Pembelian; Minat Beli Ulang.]]>
