Keputusan Pembelian Mi Samyang Pada Generasi Z: Ditinjau dari Labelisasi Halal, Halal Awareness, Harga, dan Promosi

Abstract

Every Muslim is required to eat food that has been certified halal. It is expected of every country, and especially countries with a significant Muslim population, to ensure that all goods are halal-certified. Certification as halal is to clarify the halal status of a product for consumers, with the aim of persuading them to consume the product in question. Halal labeling, halal awareness, price and advertising of Mi Samyang are all elements that influence consumer's decision to buy a product. Generation Z members who have previously purchased and used Mi Samyang products are the subjects of this study. This research methodology is based on field research and uses a quantitative approach (field research). All persons participated in the survey and were considered part of the study population. Purposive sampling was used to select these people for the study. Descriptive analysis, test instruments, classical assumption testing, and hypothesis testing to perform data analysis with the help of SPSS for Windows 23.0 program. The findings show that the decision to purchase Mi Samyang is significantly influenced by factors including Halal awareness, partially Halal labeling, price, and activities