THE INFLUENCE OF HALAL LABEL AVAILABILITY AND PRODUCT INFORMATION QUALITY ON CONSUMER PURCHASING DECISIONS ON HNI-HPAI PRODUCTS (CASE STUDY OF HNI-HPAI AGENTS/STOCKISTS IN MEDAN SUNGGAL DISTRICT)

Abstract

This study aims to (1) determine the effect of halal label availability partially on consumer purchasing decisions on HNI-HPAI products in Medan Sunggal District, (2) Determine the effect of information quality partially on consumer purchasing decisions on HNI-HPAI products in Medan Sunggal District, (3) determine the effect of halal label availability and product information quality simultaneously on consumer purchasing decisions on HNI-HPAI products in Medan Sunggal District. The location of this research was conducted in Medan Sunggal District, Medan City, North Sumatra Province. This research method is quantitative, with the help of SPSS 30 software. Based on the questionnaire distributed to 44 respondents, it shows that the availability of Halal Labels has a significant influence on consumer purchasing decisions by 33.0%, then the quality of product information has a significant influence on purchasing decisions by 30.2%, while simultaneously the availability of Halal labels and the quality of product information on consumer purchasing decisions have a significant influence with a contribution of 79.3%, while the remaining 21.7% comes from other variables outside this study such as price, service, brand image and so on.