<![CDATA[This study is motivated by the rapid growth of the modern food and beverage industry in Indonesia, alongside the fact that halal status is a primary concern for Muslim consumers. Mixue, as an international brand, previously sparked debate regarding the halal status of its products. Theoretically, the halal label serves not only as a guarantee of Sharia compliance but also as a means of building a positive brand image. Mixue’s halal certification in February 2023 serves as a prime example of how such certification can enhance consumer perceptions of a brand's credibility and reputation. This research aims to analyse the influence of the halal label and brand image on purchasing decisions for Mixue Ice Cream & Tea in Kediri. A quantitative method was employed, utilising online questionnaires distributed to 115 respondents, followed by analysis using multiple linear regression with SPSS version 25. The results indicate that both the halal label and brand image have a significant influence, both partially and simultaneously, on purchasing decisions. In conclusion, the halal label provides a sense of security for Muslim consumers, while brand image enhances the product's appeal; thus, both serve as crucial factors in building consumer trust and loyalty.]]>
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