<![CDATA[Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh label halal dan harga terhadap keputusan pembelian melalui kepercayaan pelanggan pada produk Emina pada konsumen Muslim di Jawa Timur. Teknik analisis PLS-SEM. Hasil penelitian menunjukkan bahwa label halal berpengaruh signifikan terhadap kepercayaan pelanggan, namun tidak langsung terhadap keputusan pembelian. harga berpengaruh langsung terhadap kepercayaan dan keputusan pembelian. Kepercayaan pelanggan terbukti memediasi hubungan antara label halal dan harga terhadap keputusan pembelian. Kata Kunci: Label Halal, Harga, Keputusan Pembelian, Kepercayaan Pelanggan. Abstract This study aims to analyze the influence of halal labels and prices on purchasing decisions through customer trust in Emina products among Muslim consumers in East Java. PLS-SEM analysis techniques. The results of the study indicate that halal labels have a significant effect on customer trust, but not directly on purchasing decisions. Meanwhile, price has a direct effect on trust and purchasing decisions. Customer trust is proven to mediate the relationship between halal labels and prices on purchasing decisions. Keywords: Halal Labels, Prices, Purchasing Decisions, Customer Trust.]]>
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