<![CDATA[This study aims to measure the effect of Halal Labels and Prices on Buying Interests of Japanese Food Restaurants in Banda Aceh with Preference as a mediating variable. The population used is the people of Banda Aceh who like Japanese food and know about Sushi Restaurant with a sample of 119 respondents. The data collected in this study used a questionnaire. The sampling technique used was purposive sampling. Path analysis and Sobel test are used as analytical methods to determine the effect of the variables involved. The results of the study show that Halal Label, Price, and Consumer Preference have a positive and significant effect on Purchase Intention. Halal Labels and Prices have a positive and significant effect on Consumer Preferences. Sobel test results on indirect effect show that Halal Label has a positive and significant influence on Purchase Intention with Consumer Preference as a mediating variable, the role of Consumer Preference in mediating the relationship between Halal Label and Purchase Intention is partial mediation. Price has a positive and significant influence on Purchase Intention with Preference as a mediating variable, the role of Consumer Preference in mediating the relationship between Price and Purchase Intention is partially mediating]]>
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