<![CDATA[This study examines the effects of halal certification, brand image, and price on consumers’ purchasing decisions for Goo Wonton and Mie Jebew Palimanan. The purpose of this study is to determine the partial and simultaneous effects of halal certification, brand image, and price on purchasing decisions. This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 100 consumers of Goo Wonton and Mie Jebew Palimanan using purposive sampling. The research instrument used a Likert scale and was tested for validity and reliability. The reliability test resulted in a Cronbach’s Alpha value of 0,938, indicating that the instrument had good internal consistency. Data were analyzed using descriptive statistics, classical assumption tests, multiple linear regression, t-test, F-test, and the coefficient of determination (R²) using SPSS. The results showed that halal certification had a positive and significant effect on purchasing decisions, with a regression coefficient of 0,196, t-value of 3,420, and significance value of 0,001. Brand image also had a positive and significant effect, with a regression coefficient of 0,340, t-value of 4,134, and significance value of 0,000. Price had the strongest positive and significant effect, with a regression coefficient of 0,487, t-value of 5,731, and significance value of 0,000. Simultaneously, halal certification, brand image, and price had a significant effect on purchasing decisions, with an R² value of 0,845, indicating that 84,5% of the variation in purchasing decisions was explained by the three independent variables.]]>
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