112 UPAJIWA DEWANTARA VOL. 2 NO. 2 DESEMBER 2018 PENGARUH BRAND AWARENESS, NORMA SUBYEKTIF, KEYAKINAN LABEL HALAL TERHADAP BRAND ATTITUDE UNTUK MENINGKATKAN MINAT BELI ULANG ICE CREAM MAGNUM Maratush Sholihah* dan Henny Welsa Manajemen Fakultas Ekonomi UST maratushsalsa@gmail.com Abstrak Penelitian ini bertujuan untuk mengetahui signifikansi pengaruh brand awareness, norma subyektif, keyakinan label halal terhadap brand attitude dan pengaruh brand attitude, brand awareness, keyakinan label halal terhadap minat beli ulang. Populasi yaitu mahasiswa muslim pelanggan ice cream Magnum di Yogyakarta dengan sampel 100 responden, melalui purposive sampling dan accidental sampling. Metode pengambilan data menggunakan kuesioner. Teknik analisis yang digunakan adalah persamaan regresi linier berganda dengan taraf signifikan 5%. Hasil penelitian menunjukkan bahwa brand awareness, norma subyektif, dan keyakinan label berpengaruh positif dan signifikan terhadap brand attitude ice cream Magnum pada Mahasiswa Muslim di Yogyakarta sedangkan brand attitude dan brand awareness juga berpengaruh positif dan signifikan terhadap minat beli ulang ice cream Magnum pada Mahasiswa Muslim di Yogyakarta namun keyakinan label halal berpengaruh negatif dan tidak signifikan terhadap minat beli ulang ice cream Magnum pada Mahasiswa Muslim di Yogyakarta. Kata Kunci : brand awareness, norma subyektif, keyakinan label halal, brand attitude, dan minat beli ulang Influence of Brand Awareness, Subjective Norm and Belief of Halal Label toward Brand Attitude to Increasing Buying Interest of Magnum Ice Cream Abstract This research aims to know the influence of brand awareness, subjective norm and belief of halal label toward brand attitude, and the influence of brand attitude, brand awareness and belief of halal label toward buying interest. The population is muslim student as magnum ice cream customers in Yogyakarta with samples are 100 respondents used purposive sampling and accidental sampling method. Method of taking data used questioner. The analysis technique used multiple linear regression equation with 5% significant level. The results showed brand awareness, subjective norms and belief of halal label have a positive and significant effect on brand attitude of Magnum ice cream to Muslim Students in Yogyakarta. Therefore, brand attitude and brand awareness have a positive and significant influence on the interest to buy Magnum ice cream to Muslim Students in Yogyakarta although belief of halal label has a negative and insignificant effect on the buying interest of Magnum ice cream on Muslim Students in Yogyakarta. Keywords : brand awareness, subjective norms, label beliefs halal, brand attitude, and buying interest