<![CDATA[This study aims to analyze the effect of perceived behavioral control and halal labeling on the purchase intention of Mixue beverage products among students of Universitas Negeri Surabaya. This study employed a quantitative approach with an associative research design. Data were collected through questionnaires distributed to 100 active students of Universitas Negeri Surabaya who had an interest in purchasing Mixue beverage products. The data were analyzed using multiple linear regression with the assistance of SPSS. The results indicate that perceived behavioral control has a significant effect on purchase intention toward Mixue beverage products. Halal labeling also has a significant effect on purchase intention. Furthermore, perceived behavioral control and halal labeling simultaneously have a significant effect on purchase intention. These findings indicate that students’ purchase intention is influenced not only by their perceived ability and ease of making a purchase but also by certainty regarding the halal status of the product. This study contributes to consumer behavior literature by integrating the Theory of Planned Behavior and the Islamic consumption perspective to explain purchase intention toward contemporary beverage products.]]>
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