<![CDATA[This study aims to determine the level of consumer purchase intention toward frozen food products in Makassar City and to analyze the influence of halal labeling on such purchase intention. Frozen food products are widely favored by the public due to their practicality; however, they also raise concerns regarding the clarity of ingredients and production processes, particularly among Muslim consumers. Therefore, the presence of a halal label is considered an important factor in providing a sense of security and increasing consumer trust in making purchasing decisions. This research employs a quantitative method with a survey approach. The population of this study consists of Muslim consumers in Makassar City who have previously purchased frozen food products. The sampling technique used is purposive sampling, with a total of 135 respondents determined using the Slovin formula with an error tolerance of 8%. Data were collected through an online questionnaire using a Likert scale. The collected data were then analyzed using classical assumption tests and simple linear regression analysis with the assistance of SPSS version 27. The results of the study indicate that halal labeling has a positive and significant effect on consumer purchase intention toward frozen food products in Makassar City. This is evidenced by a significance value of less than 0.05 and a coefficient of determination showing that the halal label variable explains a substantial portion of the variation in consumer purchase intention. These findings confirm that halal labeling not only functions as a religious symbol but also serves as an indicator of quality and trust that influences Muslim consumer behavior. Thus, this study provides both theoretical and practical contributions to the development of halal product marketing, particularly in the frozen food industry. ]]>
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