<![CDATA[The food and beverage industry in Indonesia has experienced rapid development, especially with increasing consumer awareness of halal products. This also encourages the rate of demand for halal products, especially halal food and beverage products which are the primary needs of Muslims. Therefore, this research aims to examine the influence of halal certification, product quality and price on purchasing decisions for food and beverage products at Rocket Chicken Yogyakarta Branch. In this research, Rocket Chicken is considered to be a very potential research object because it is one of the developing types of Micro, Small and Medium Enterprises (MSMEs) which operates in the culinary sector. The method used in this research is the Ordinary Least Square (OLS) method of Multiple Linear Regression analysis to see the relationship between independent and dependent variables significantly by taking 100 respondents with the help of data processing using Eviews 10 software. The results of this research prove that halal certification and price have a significant influence on food and drink purchasing decisions at Rocket Chicken Yogyakarta Branch. Meanwhile, separately, only the product quality variable was not significant. Therefore, MSMEs at Rocket Chicken Yogyakarta Branch must obtain halal certification, pay attention to product quality and price to increase consumer purchasing power for their products.]]>
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