The essence of this study is to examine how product quality, product cleanliness, and halal certification influence people's choices in purchasing Setya Usaha cow's milk in Munggung Village, Pulung District, Ponorogo Regency. Setya Usaha cow's milk is a local product produced by MSMEs. It is fresh milk sourced directly from local farms. Understanding the factors that influence people's purchasing decisions is important in an increasingly competitive market. This is a scientific study that uses surveys. Questionnaires were sent to 271 people who had purchased and consumed Setya Usaha cow's milk to obtain information. Validity, dependence, classical principles, multiple linear regression, and the determination test (R²) are some of the methods used for the research. The results of the study show that three separate factors, namely product quality, product cleanliness, and halal labeling, have a significant effect on people's purchasing decisions. The most important factor is product quality, followed by cleanliness and halal labeling. The regression test results showed that the research model could explain 63% of the variation in purchasing decisions. This study implies that local cow's milk businesses need to continue to maintain product quality and hygiene and pay attention to halal aspects as an effective marketing strategy to attract and retain consumers.

Keywords: Product Quality, Product Hygiene, Halal Label, Purchasing Decisions,

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