<![CDATA[Nowadays, there is a growing discernment among Muslim consumers regarding the halal aspect and quality (tayyib) of a commodity prior to consumption. This study is designed to examine the influence of halal certification and product quality on consumer purchasing behavior, both directly and indirectly through brand image as an intervening factor. Adopting a quantitative approach, this research gathered data from 100 participants via a digital questionnaire hosted on Google Forms. The collected data were subsequently analyzed using Structural Equation Modeling (SEM) through the Smart-PLS software. Empirical findings indicate that the presence of a halal logo alone fails to trigger purchasing actions. Conversely, product quality standards are proven to strongly drive direct purchase decisions. On the other hand, both the inclusion of a halal logo and product quality successfully boost brand image positively. Interestingly, when brand image acts as a mediator, both the halal regulation variable and product quality prove reliable in stimulating the consumers' final decision to purchases]]>
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