PENGARUH KUALITAS PRODUK DAN LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK LUWAK WHITE KOFFIE DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Masyarakat Desa Kuta Baru)

This study aims to analyze " The Influence Of Product Quality and Halal Label On Purchase Decisions on Luwak White Koffie Products With Brand Image As A Variable Intervening (Case Study in the Kuta Baru Village Community)". Quantitative methode with a sample of 97 who are Luwak White Koffie customers from Kuta Baru Village Community. Based on the results of the analysis of hypothesis 1, it can be concluded that the first hypothesis is accepted, meaning that the Product Quality has an effect on the Brand Image variable. Based on the results of the analysis of hypothesis 2, it can be concluded that the second hypothesis is rejected, meaning that the Halal Label variable has no effect on the Brand Image variable. Based on the results of the analysis of hypothesis 3, it can be concluded that the third hypothesis is accepted, meaning that the Product Quality variable has an effect on the Purchase Decisions variable. Based on the results of the analysis of hypothesis 4, it can be concluded that the fourth hypothesis is rejected, meaning that the Halal Label variable has no effect on the Purchase Decisions variable. Based on the results of the analysis of hypothesis 5, it can be concluded that the fifth hypothesis is rejected, meaning that the Brand Image variable has no effect on the Purchase Decisions variable. Based on the results of the analysis of hypothesis 6, it is rejected, meaning that the variable Brand Image cannot mediate the influence of the Product Quality on the Purchase Decisions. Based on the results of the analysis of hypothesis 7, it is rejected, meaning that the variable Brand Image cannot mediate the influence of the Halal Label on the Purchase Decisions.