The Influence of Halal Certification, Taste and Packaging on Consumer Purchase Decisions for Mixue Ice Cream & Tea (Case Study of Teenagers in Medan Deli District)

Abstract

Every business certainly has the aim of obtaining maximum profits from sales against business competition with other companies. Therefore, a marketing strategy is needed for companies to achieve success. In this case, Halal Certification, Taste and Packaging play an important role in purchasing decisions. The aim of this research is to measure and test the variables of halal certification, taste and packaging on purchasing decisions for Mixue Ice Cream & Tea. This type of research is descriptive with a quantitative approach. The sample in this study was 100 teenagers in Medan Deli District. The analytical technique used is multiple linear regression. The results of this research indicate that Halal Certification partially has a significant effect on Purchasing Decisions. Taste has a significant influence on purchasing decisions. Packaging has a significant influence on purchasing decisions. Simultaneously obtaining Halal Certification, Taste and Packaging together influence Consumer Purchase Decisions for Mixue Ice Cream & Tea.