<![CDATA[The rapid development of the halal industry in Indonesia has not been fully accompanied by consumer purchasing decisions for halal herbal products. The purpose of this study was to determine the influence of health consciousness, religiosity, product reviews, and price on product purchasing decisions. This type of research is quantitative research. The population in this study was Muslim consumers of HNI HPAI products in Pekanbaru City, with a sample size of 100 respondents obtained through purposive sampling. Data were collected through questionnaires and analysed using multiple linear regression with the help of SPSS software. This study shows that health consciousness, product reviews, and price partially have a positive and significant effect on purchasing decisions. Simultaneously, the four independent variables have a significant effect on purchasing decisions, with the four independent variables able to explain 50.5% of the variation in purchasing decisions, while the remainder is explained by other variables outside this study.]]>
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