The Effect of Halal Labels, Online Customer Reviews, Brand Image and Brand Trust on Instant Noodle Purchase Decisions

This study aims to determine the effect of halal labels, online customer reviews, brand image, and brand trust on purchasing decisions for Lemonilo brand instant noodles among students of Muhammadiyah University of Purwokerto. The approach applied in this study is a quantitative method through the application of purposive sampling technique by adding 28% of 100 respondents to a total of 128 respondents. The data collection process was through a questionnaire distributed via Google Form. The data were analyzed through multiple linear regression using SPSS version 21. The findings of this study describe that the halal label has a positive and significant effect on purchasing decisions, online customer reviews have a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, and brand trust has no positive and significant effect on purchasing decisions.