<![CDATA[This study aims to analyze the influence of product quality, halal labeling, and business ethics on consumer purchasing decisions at Bagi Kopi Margorejo Surabaya. A quantitative approach was employed, with data collected via questionnaires distributed to consumers who had previously made a purchase at the establishment. Data analysis was conducted using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The study's objective aligns with the research problem, which examines the impact of these three independent variables on purchasing decisions. These findings are expected to serve as valuable input for business operators—specifically Bagi Kopi Margorejo Surabaya—in enhancing product quality, strengthening halal assurance, and implementing business ethics to boost consumer purchasing decisions.]]>
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