<![CDATA[Penelitian ini bertujuan untuk mengetahui pengaruh literasi halal, kualitas produk, dan labelisasi halal terhadap keputusan pembelian skincare innisfree pada masyarakat muslim di kota Medan. Metode yang digunakan adalah kuantitatif. Teknik pengumpulan data menggunakan kuesioner dengan sampel sebanyak 100 responden yang dinilai secara likert, diuji validitas dan reabilitas . Analisis yang digunakan dalam penelitian ini adalah analisis regresi linear berganda dengan bantuan SPSS 25. Hasil penelitian menunjukkan Literasi halal berpengaruh negatif dan signifikan terhadap keputusan pembelian skincare innisfree pada masyarakat muslim di Kecamatan Medan Patumbak. Kualitas Produk tidak berpengaruh signifikan terhadap keputusan pembelian skincare innisfree pada masyarakat muslim di di Kecamatan Medan Patumbak. Labelisasi halal secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian skincare innisfree pada masyarakat muslim di Kecamatan Medan Patumbak. Literasi Halal, Kualitas Produk, dan Labelisasi Halal secara simultan berpengaruh signifikan terhadap keputusan pembelian skincare innisfree pada masyarakat muslim di Kecamatan Medan Patumbak. This study was conducted to determine the effect of halal literacy, product quality, and halal labeling on purchasing decisions for innisfree skincare in Muslim communities in the city of Medan. The method used is quantitative. The data collection technique used a questionnaire with a sample of 100 respondents who were assessed by Likert, tested for validity and reliability. The analysis used in this study was multiple linear regression analysis with the help of SPSS 25. The results showed that halal literacy had a negative and significant effect on purchasing decisions for innisfree skincare in Muslim communities in Medan Patumbak District. Product quality has no significant effect on purchasing decisions for innisfree skincare for Muslim communities in Medan Patumbak District. Halal labeling partially has a positive and significant effect on purchasing decisions for innisfree skincare for Muslim communities in Medan Patumbak District. Halal Literacy, Product Quality, and Halal Labeling simultaneously have a significant effect on purchasing decisions for Innisfree skincare in Muslim communities in Medan Patumbak District.]]>
