Penelitian ini bertujuan guna mencaritahu pengaruh label halal, harga dan citra merek terhadap keputusan pembelian pada kentucky fried chicken (kfc) di kota tarakan. pada penelitian ini memakai pendekatan kuantitatif secara memakai metode survei. metode penarikan sampel yang dipakai yakni nonprobability sampling secara teknik penetapan sampel memakai purposive sampling. sampel dalam studi ini yakni rakyat kota tarakan yang pernah mengkonsumsi kentucky fried chicken (kfc) minimal tiga kali dengan jumlah sampel sebanyak 140 orang. metode analisa yang dipakai yakni analisa regresi berganda terhadap program spss versi 25. hasil penelitian ini menunjukan variabel label halal, harga dan citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian kfc.

The purpose of this study was to see how the label halal, pricing and brand image affected purchasing decisions of kentucky fried chicken (kfc) in tarakan city. this study employed a quantitative method in the form of a survey. the sample approach utilized was non-probability sampling in a purposive sampling strategy. the inhabitants of tarakan city who had eaten kentucky fried chicken (kfc) at least three times were the subjects of this study, with a total sample size of 140 people. multiple regression analysis with the spss version 25 program was utilized as the analytical strategy. the findings of this study revealed that the halal label, price, and brand image variable positively and significantly influenced purchasing decisions for kentucky fried chicken (kfc).