<![CDATA[ABSTRACT In Indonesia, there are various kinds of health supplement products that have obtained a distribution permit number by the Food and Drug Supervisory Agency of the Republic of Indonesia (Badan POM RI), both those that do not have halal certification and those that are already certified halal. Halal labels will become important information and become an attraction to the public, so that it will affect the decision to buy health supplement products. Besides to halal labels, brand image or brand image also plays an important role in product marketing to the public. So, in this study, the influence of the MUI halal label and brand image on the decision to buy health supplement products by the Muslim community, especially in the city of Malang, will be examined. The sampling technique in this study was using non-probability sampling with incidental sampling in the Muslim community of the city of Malang who entered the inclusion criteria. The results of this study found that the MUI halal logo, brand image, as well as the MUI halal logo and brand image had a significant positive influence on purchasing decisions for halal supplement products. Keywords: MUI halal label; brand image; health supplements; Malang city ABSTRAK Indonesia terdapat berbagai macam produk suplemen kesehatan yang sudah mendapatkan nomor izin edar oleh Badan Pengawas Obat dan Makanan Republik Indonesia (Badan POM RI), baik yang belum memiliki sertifikasi halal maupun yang sudah tersertifikasi halal. Label halal akan menjadi informasi penting dan menjadi daya tarik kepada para masyarakat, sehingga akan berpengaruh pada keputusan pembelian produk suplemen kesehatan. Selain label halal, brand image atau citra merek juga berperan penting dalam pemasaran produk kepada masyarakat. Oleh karena itu dalam penelitian ini akan dikaji pengaruh label halal MUI dan Brand Image terhadap keputusan pembelian produk suplemen kesehatan oleh masyarakat muslim terutama di Kota Malang. Teknik pengambilan sampel pada penelitian ini dengan menggunakan nonprobability sampling dengan sampling incidental pada masyarakat muslim kota malang yang masuk kriteria inklusi. Hasil penelitian ini didapatkan bahwa logo halal MUI, brand image, serta logo halal MUI dan brand image memiliki pengaruh positif yang signifikan terhadap keputusan pembelian produk suplemen halal. Kata Kunci: label halal MUI; brand image; suplemen kesehatan; kota malang ]]>
