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Abstract
The objective of this research is to assess the impact of Brand Image, Halal Certification, price, and service quality on consumer purchasing decisions. The participants of this study were individuals who have bought Mie Gacoan within the last three months in Jakarta. A purposive sampling technique was utilized to gather data from 100 respondents via questionnaires. Path analysis, utilizing SPSS 25, was utilized as an analytical tool. According to the test results, the impact of Halal Certification on the Brand Image was not significant, whereas the impact of price and service quality on Brand Image was significant. Halal Certification, price, service quality, and Brand Image were found to have a positive and significant impact on purchase decisions. Additionally, Halal Certification, price, and service quality indirectly influenced purchase decisions by means of Brand Image.
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