<![CDATA[This research is driven by the challenge of low consumer trust and understanding of the importance of halal certification on e-commerce platforms, even though Tokopedia has launched the Tokopedia Salam feature to meet the market demand for halal products. The study aims to analyze the influence of brand trust and halal certification on the purchase intention of products on the Tokopedia Salam feature. The research uses an associative quantitative method. Data were collected through an online questionnaire. Data were analyzed using multiple linear regression in SPSS. The research results show that brand trust and halal certification have a positive and significant effect, both partially and simultaneously, on purchase intention in Tokopedia's Salam feature. Therefore, e-commerce service providers and halal product businesses are expected to increase service transparency, strengthen brand reputation, and ensure the visual validity of halal certification on products to optimally boost users' buying interest.]]>
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