The Effect of Halal Labels and Product Quality on Consumer Loyalty at Doyan's Bakery Kotapinang Labuhanbatu Selatan

This study aims to determine the influence of halal labels and product quality on consumer loyalty. This study uses a quantitative approach method and uses primary data through the distribution of questionnaires to consumers at Doyan's Bakery stores. The sample in this study amounted to 70 respondents. The data is processed through the SPSS Version 20 program. With multiple linear regression analysis techniques. The results of the calculation obtained a value of t calculated for halal labels of 3.327 > t table 1.666, product quality variables of 3.141 > t table 1.666, while from the results of the F test with an F value of 11.641 calculated is greater than the F table of 3.13 with a significant value of 0.001 < 0.05. Based on the results of the analysis, a conclusion can be drawn that the halal label has a significant effect on consumer loyalty and product quality has a significant effect on consumer loyalty at Doyan's Bakery. Then from the F test, it was concluded that the label and product quality had a significant simultaneous influence on consumer loyalty at Doyan's Bakery.