Perception of Recommendation Label on Consumer Purchasing Decisions at Padang Restaurant

The Padang government has made a policy in the form of providing Recommendation Labels to Padang restaurants that have met the required criteria. This labeling aims to provide comfort and security to consumers who use services at Padang Restaurant. The research carried out in this paper aims to determine consumer perceptions of the Recommendation Label and the influence of the Recommendation Label perception on consumer purchasing decisions at Padang Restaurant. A total of 100 respondents who were taken by incidental sampling were included in this study. Data obtained from respondents were analyzed using the simple linear regression method. As a result, consumers positively perceive the Recommendation Label but do not make the main basis in making purchasing decisions. Perceived Label Recommendation has a positive and significant effect of 66.4 percent on consumer purchasing decisions at Padang Restaurant