This research aims to determine the effect of Halal Label, Word of Mouth, and Price on the Purchase Decision of Aice ice cream at Aice outlet Sukosari Village Babadan Sub-District Ponorogo Districts. This research was conducted in Sukosari Village because it is one of the villages in Ponorogo far from the city center. Researchers want to know the thoughts of villagers related to the influence of halal labels, word of mouth, and prices on purchasing decisions.
This research is a quantitative study. The data used are primary data in the form of questionnaires that have been filled out by respondents. The population in this study were consumers of Aice ice cream at Aice outlet Sukosari Village Babadan Sub-District Ponorogo Districts. Samples that met the criteria to be respondents were 100 consumers. The data analysis technique in this study is multiple linear analysis using statistical software products and services (SPSS) 21.
The results of this study indicate that the halal label, word of mouth, and price have a partial and simultaneous effect on the purchase decision of Aice ice cream at Aice Outlet Sukosari Village Babadan Sub-District Ponorogo Districts.