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This study investigates the factors influencing purchasing decisions for Teh Pucuk Harum, focusing on halal labeling, promotion, product quality, and brand image. The research, conducted with 108 student respondents, found that while halal labeling negatively impacts purchase decisions, product quality and brand image positively influence them. The study highlights the importance of understanding consumer behavior to maintain market leadership amidst fluctuating brand rankings.

Author

Febrianti Saputri

Language

EN