HALAL AWARENESS ANALYSIS OF PURCHASING DECISIONS IN RIDE-HAILING APPLICATION IN MEDAN CITY

Abstract

Introduction\Main Objectives: Halal poduk is a profitable business sector for companies because it has its own. competitive advantage. Halal awareness or awareness of halal products greatly. influences consumer purchasing decisions in Indonesia. Halal labeling is al determinant for the success of a business, the Role of Halal Certification is an alternative or consideration for potential consumers to get consumer purchase. decisions in the Ride-Hailing application. This study aims to test and analyze more. deeply whether Halal Awareness is proven to affect Purchasing Decisions, especially on Ride-Hailing applications. This study aims to test and analyze more deeply whether Halal Awareness is proven to affect Purchasing Decisions, especially on Ride-Hailing applications. This research method is a quantitative method with a simple linear regression analysis research model. The population in this study is all people who live in Medan City. This study took samples using purposive sampling techniques. Thus, the sample obtained by 200 people is a sample that is in accordance with several categories, namely: 1). consumers have ordered products in the Ride-Hailing application more than 2 times, 2). The consumer has turned > 17 years old. Data collection techniques using questionnaires or questionnaire distribution. To reduce data errors, SPSS version 25. The results showed that the halal awareness variable proved to have a positive and significant influence on purchasing decisions by 76.5%. For future research, it should use variables, populations and other objects that are more diverse so that more specific results are obtained and able to enrich findings related to halal awareness in the ride hailing sector.