The food and beverage industry is one of the sectors that is experiencing rapid growth in Indonesia. This growth can be seen from the increasingly intense competition among business actors. Today, many companies in this sector are following trends as well as implementing various marketing strategies to attract consumers. In the dynamics of the industry, tea as one of the drinks that is favored by the Indonesian people has experienced significant development. Originally known as a traditional drink that was usually served in cups at semiformal events or social events, tea has now transformed into a practical and popular packaged product. As public interest increases, tea is no longer only present in glass presentations, but is also available in ready-to-drink packaging that is easy to take anywhere (Ferdiana & Yuwono, 2023).

One of the practical drinks that is popular is teh pucuk harum. This product is a packaged tea launched by PT Mayora Indah Tbk in 2011. Teh pucuk harum are made from selected tea leaf shoots that are known to have the best quality, so they are very suitable as the main ingredient of this drink. To create a distinctive and refreshing taste, this tea is combined with the scent of jasmine. In the production process, teh pucuk harum uses advanced technology, namely AST (Advanced Sterilizing Technology), which allows this product to last up to one year even without preservatives. In addition, teh pucuk harum is made from natural ingredients without added artificial colors or sweeteners, so it is safe and healthy to consume (Wulandari et al., 2019). In the past five years, fragrant sprout tea has earned the title of TOP Brand in the ready-to-eat packaged tea segment. Here are the types of packaged tea drinks that are most popular among buyers:

Table 1. Index of the best brands for the ready-to-eat tea category of the year 2020-2025 (%).

Source: WWW.topbrand-award.com

From the results displayed in the table, it can be seen that teh pucuk harum has been ranked at the top for the last five years with the best and highest brand index, namely in 2021 at a percentage value of 36.80%. In 2025, the first phase, namely teh pucuk harum, will get the top brand index with a percentage of 31.30%, followed by sosro bottled tea as the second rank with a percentage of 21.70%, below sosro bottled tea there is the frestea brand with a percentage of 10.80% and glass tea with a percentage of 6.30%, while mountea occupies the last position with a percentage of 3.90%. The problem or phenomenon of this study is that teh pucuk harum is ranked first in value that goes up and down every year or it can be said that it is unstable, but fragrant shoot tea is always ranked first every year. Behind the current market dominance of teh pucuk harum, there is a phenomenon of instability that raises important questions regarding the sustainability of its position in the market. This situation shows that companies cannot be complacent, but rather need to have a deep understanding of the factors that influence fluctuations in consumer purchasing decisions. These instability reflect the complexity of market dynamics as well as consumer responses to certain variables. Therefore, it is important to research the influence of halal labels, promotional strategies, product quality, and brand image in influencing purchasing decisions.

Purchasing decisions are a psychological process in which consumers realize what they need, seek information, evaluate choices, and then make choices about a product. (Kotler & Keller, 2016) states that consumer purchasing decisions are influenced by a combination of the consumer's personal characteristics and the marketing stimulus he receives. In the context of fragrant tea products, purchasing decisions can be influenced by several factors, including halal labeling, promotion, product quality, and brand image. All of these variables shape the perception that consumers feel about a product, which ultimately influences the purchase action.

The first factor that influences the purchase decision is halal labeling. Halal labeling is an important consideration in purchasing decisions, especially for Muslim consumers who pay attention to the halalness of a product. Fragrant shoots as a packaged beverage need to show clarity of halal status to build consumer trust. Halal labels are not only a symbol of compliance with religious rules, but also increase the perception of product quality and safety, Therefore, halal labeling variables are worth research because they can influence consumer purchasing decisions for fragrant shoot tea products (Dewi & Nugroho, 2021). In Indonesia, with the majority of the population being Muslim (87.2% or around 209.1 million people), halal is an important factor in product marketing. Halal certification is given by the Indonesian Ulema Council (MUI) based on the results of an audit from LPPOM MUI, which assesses food, drug, and cosmetic products in terms of health and conformity with Islamic law. In addition, LPPOM MUI also plays a role in providing recommendations and education to the public regarding halal products (Alim, 2022), in line with research (Harahap, 2020) and (Wijaya & Padmantyo, 2023), which states that halal labels have a positive and significant effect on purchase decisions. Meanwhile, according to (Fadhilah et al., 2023), halal labeling has a negative impact on purchase decisions. The difference in the results of the study shows that the influence of halal labels on purchase decisions can vary depending on the type of product and consumer segmentation. More research is needed to understand the factors that moderate this relationship, especially in the context of beverage products such as teh pucuk harum.

The second factor is promotion, which is the marketing efforts made by the company to convey information, persuade, and remind consumers about a product to increase interest and purchase decisions. Proper promotion can build positive perceptions, attract attention, and encourage consumers to choose the product (Kotler & Keller, 2016). According to (Fernando & Simbolon, 2022) Promotion is a form of communication in marketing, where companies try to convey information, influence, and convince the target market to be interested in buying and receiving the products offered, in line with research (Hastuti & Anasrulloh, 2020) and (Ningrum et al., 2023), which states that promotion has a positive and significant effect on purchase decisions. Meanwhile, according to (Sitompul et al., 2020) promotion has a negative effect on purchasing decisions. These differences in results show that the effectiveness of promotions can be influenced by the industry context and consumer characteristics. Further research is needed to explore how promotions affect purchasing decisions in the category of ready-to-eat beverage products such as teh pucuk harum.

The third factor is product quality, which is the extent to which a product is able to meet or exceed consumer expectations. This includes conformity with specifications, reliability, durability, and product performance in meeting user needs (Tjiptono, 2012). According to (Aldini et al., 2022) Product quality is the level at which consumer needs, wants, and expectations can be adequately met. This fulfillment has the potential to encourage consumers to make repurchases and build sustainable loyalty to the product. This is in line with various studies that show that product quality plays an important role in maintaining a long-term relationship between consumers and brands (Sari & Prihartono, 2021) and (Aghitsni & Busyra, 2022) which states that product quality has a positive effect on purchasing decisions. Meanwhile, according to (Milano et al., 2021), product quality has a negative and significant effect on purchase decisions. The difference in the results of the study shows that perceptions of product quality can vary depending on the type of product and consumer demographics. Further studies are needed to identify the aspects of product quality that most influence purchasing decisions in the context of packaged tea drinks such as teh pucuk harum.

The fourth factor is brand image, brand image is the perception of a brand that is reflected in the brand associations stored in the consumer's memory and affects how consumers recognize and respond to the brand (Kotler & Keller 2016). According to (Rozjiqin & Ridlwan, 2022), brand image is the consumer's perception of a brand, which is formed from their various messages and experiences related to the brand. This perception produces an impression that is embedded in the minds of consumers. A brand is not just a product produced by a company, but also a value or benefit perceived by consumers. Thus, brand image can be concluded as a positive consumer assessment of the brand of a product, in line with research (Miati, 2020) and (Darmansah & Yosepha, 2020) brand image has a positive effect on purchasing decisions. Meanwhile, according to (Setyani & Prabowo, 2020) brand image has a negative effect on purchasing decisions. The difference in the research on the influence of brand image on purchasing decisions shows the need for further research to understand how brand image affects consumer behavior in various product categories, including packaged tea drinks such as teh pucuk harum.

In an effort to re-examine findings from previous studies (Salim et al., 2022) and (Fatmaningrum et al., 2020), as well as strengthen the results of the research. This research is a development of the previous study by combining two related articles as the basis for the research. Referring to the phenomenon of fluctuations in the market share of Fragrant Tea despite occupying the top position, this study specifically aims to analyze the role of halal labels, promotions, product quality, and brand image in influencing consumer purchasing decisions. In addition to examining the general influence, this study also seeks to identify the contribution of each variable to the dynamics of purchasing decisions that have an impact on the stability of the brand's position in the market. Thus, the results of the research are expected to provide comprehensive strategic insights for the management of teh pucuk harum in maintaining and strengthening their leadership position in the market.

This research is a development research with a quantitative approach that uses primary data. The data was collected through an online questionnaire distributed via Google Form and measured using the Likert scale. Data processing was carried out using IBM SPSS Statistics version 26 to analyze the influence between variables. The quantitative method used is based on the philosophy of positivism and is applied to a specific population or sample with purposive sampling techniques in sampling (Suliyanto, 2018). The population of this study is active students at several campuses in Purwokerto, namely UMP, UIN Purwokerto, UNSOED. The determination is taken with the Roscoe formula. The researcher used the Roscoe formula because it is more suitable for quantitative research with a regression analysis approach. Roscoe in (Sugiyono, 2017) stated that the number of viable samples is at least 10 times the number of free variables. According to (Sukwika, 2023) in his book Fundamental Research Statistics for the Behavioral Sciences, John T. Roscoe proposed several rules regarding the determination of sample size, namely: first, the ideal sample size for general research is recommended to be more than 30 and less than 500 elements; second, if the sample is divided into subsamples, each subsample should consist of at least 30 elements; third, for multivariate research, the sample size should be several times larger or about 10 times the number of variables used; Fourth, in simple experimental studies, samples must go through strict control with a number usually between 10 to 20 elements. In this study, there are five variables, so the minimum sample number needed is 5 × 10 = 50 respondents. However, the sample used in this study amounted to 108 respondents.

The data analysis methods used in this study are descriptive statistical tests, instrument tests consisting of validity tests and reliability tests, classical assumption tests consisting of normality tests, multicolelinarity tests and heteroscedasticity tests, multiple linear regression analysis, model feasibility tests consisting of F tests and determination coefficients, and hypothesis tests using T tests. influence the purchase decision. The regression equation is expressed as follows:

= + _{1 1} + _{2 2} + _{3 3} + _{4 4} + ................

Information:

Y = Purchase Decision

α = Constant

₁ = Halal Labeling

₂ = Promotions

₃ = Product Quality

₄ = Brand Image

β = Regression Coefficients

ε = Standard error

The statements used to measure the variables in this study are statements used by several researchers previously and have been adjusted to the object of the study (Table 2. Measurement of variable statements).

Table 2. Measurement of variable statements

Table 3. Details of Distribution and Receipt of the Questionnaire

Source : Research Data, 2025

Of the total 108 respondents, women dominated in the gender classification. Of all the respondents, the University of Muhammadiyah Purwokerto dominates and the respondents in this study are active students at 3 universities in Purwokerto, namely UMP, Unsoed and UIN.

Table 4. Characteristics of Research Respondents

Source : Research Data, 2025

The results of the study show that product quality and brand image have a positive effect on purchase decisions. This is because consumers prioritize taste and brand image in deciding to buy fragrant shoots tea. Halal labeling has a negative effect on purchase decisions because consumers already consider halal labeling to be a normal thing and consumers already believe that the product is indeed halal regardless of the label. Promotions do not affect purchase decisions because the promotional strategies carried out have not been able to influence or encourage consumers to make purchase decisions.

This study recommends that consumers do not make halal labeling as the main reference in purchases, because it has been proven to have a negative effect on purchase decisions. Promotion also doesn't show a significant influence, so it doesn't need to be a major consideration. Instead, consumers are advised to prioritize product quality and brand image, which has proven to have a positive effect. These recommendations can be used as a reference for future research in understanding consumer behavior in more depth.

The suggestion for the next researcher is that it is expected to conduct research by looking at other variables that are not used in this study or adding different variables, increasing the number of studies studied, and expanding the scope of the respondent selection area.