The Effect of Halal Labeling and Price Factors on the Decision to Purchase Snack Products in Sharia Economics Students of UIN Khas Jember

In Islamic law, halal labeling greatly affects the purchasing power of a product. Therefore, the objectives of this study are 1) Analyzing the influence of halal labeling on the purchase decision of snack products in students of the Faculty of Islamic Economics and Business UIN KHAS Jember. 2) Analyzing the influence of price on the purchase decision of snack products in students of the Faculty of Islamic Economics and Business UIN KHAS Jember. 3) Analyzing the influence of halal labeling and price on the purchase decision of snack products in students of the Faculty of Islamic Economics and Business UIN KHAS Jember. This study uses a quantitative approach with a survey method through a questionnaire distributed to 96 respondents, which was determined using the Slovin formula. The sample technique chosen is Random Sampling because the technique of determining samples is random without determining the strata in the population. Data analysis was carried out using multiple linear regression with the help of SPSS 25 software. The results of the analysis show that halal labeling (X1) and price (X2) partially or simultaneously have a significant effect on the purchase decision of Y. This means that H0 is rejected and Ha is accepted, but the more dominant variable in this study is halal labeling (X1) compared to price (X2) because halal labeling provides a sense of security and confidence in consuming a product. With a coefficient of determination (R2) of 29.1%, halal labeling (X1) and price (X2) affect the purchase decision. While the remaining 70.9% was influenced by other variables that were not included in this research model