<![CDATA[This study aims to analyze the influence of halal labeling, price, and taste on the purchasing decisions of Mixue consumers. This study employs a quantitative approach involving 100 respondents selected using non-probability sampling via purposive sampling. Data were collected through an online questionnaire and analyzed using IBM SPSS software. The results indicate that the halal label variable does not have a significant effect on purchasing decisions, with a significance value of 0.671. The price variable also does not have a significant effect, with a significance value of 0.288. Conversely, the taste variable has a significant effect on purchasing decisions, with a significance value of 0.000. The results of the coefficient of determination test indicate that the halal label, price, and taste variables collectively explain 53% of purchasing decisions, while the remaining 47% is influenced by other factors outside the scope of this study.]]>
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