Analisis Pengaruh Harga, Kualitas Produk dan Labelisasi Halal terhadap Keputusan Pembelian Air Minum dalam Kemasan (AMDK) Merk Cleo (Studi Kasus Pada Konsumen Air Minum dalam Kemasan (AMDK) CLEO di Kota Purwodadi)

The purpose of this study was to examine the presence or absence of the effect of price, product quality and halal labeling on the CLEO brand AMDK purchasing decisions. The population in this study were consumers of CLEO brand bottled water in Purwodadi City. The sample in this study was 100 consumers of CLEO brand bottled water in Purwodadi City. Sample selection is done by non probability sampling method. The data used are primary data sourced from questionnaires and interviews with respondents, the collected data is then analyzed using multiple linear regression analysis. Partial analysis results obtained variable price, product quality and halal labeling have an influence on purchasing decisions then simultaneously obtained Fcount value of 36.579 while Ftable at 5% significance level is 3.15 then Ho is rejected. This means that the price variable, product quality and halal labeling together influence the purchasing decision. The test results of the determination coefficient test are known to be adjusted R square of 0.519. This shows that variations in purchasing decisions can be explained by price variables, product quality and halal labeling of 51.9%, while the remainder explained 48.1% is influenced by other factors outside the variables studied.