EXPLORING THE KEY FACTORS INFLUENCING YOUNG CONSUMERS' PURCHASING DECISIONS OF HALAL PRODUCTS IN EAST JAVA

Berto Mulia  Wibawa; Rachma Rizqina  Mardhotillah; Cepryana Sathalica  Widyananda

doi:10.33086/jhrpi.v3i2.6671

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Published Dec 3, 2024

DOI https://doi.org/10.33086/jhrpi.v3i2.6671

Berto Mulia Wibawa

Institut Teknologi Sepuluh Nopember Surabaya

Rachma Rizqina Mardhotillah

Universitas Nahdlatul Ulama Surabaya

Cepryana Sathalica Widyananda

Universitas Madura

Abstract

This research explores the key factors influencing young consumers' purchasing decisions of halal products in East Java, with a focus on Generation Z. In an increasingly digital and globally connected world, young consumers are more aware of halal principles and how they align with religious, ethical, and social values. The study investigates how various factors—such as attitude toward halal, trust in halal certification, and the role of digital marketing—impact purchasing decisions. Using a quantitative approach, data was collected through surveys distributed to Gen Z consumers in East Java. The results reveal that attitude toward halal is a significant predictor of purchasing behavior, with trust in halal certification further strengthening the decision-making process. Additionally, digital marketing efforts play a crucial role in shaping consumer awareness and confidence in halal products. This study concludes that a combination of religious adherence, trust, and effective digital engagement strategies strongly influences the purchasing decisions of young consumers in East Java. The findings provide valuable insights for marketers and businesses aiming to target the growing halal market among younger demographics.

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How to Cite

Wibawa, B. M. ., Mardhotillah, R. R. ., & Widyananda, . C. S. . (2024). EXPLORING THE KEY FACTORS INFLUENCING YOUNG CONSUMERS’ PURCHASING DECISIONS OF HALAL PRODUCTS IN EAST JAVA. Journal of Halal Research, Policy, and Industry, 3(2), 51–59. https://doi.org/10.33086/jhrpi.v3i2.6671

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Vol. 3 No. 2 (2024): Journal of Halal Research, Policy, and Industry : Desember

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Articles

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

halal products, Generation Z, purchasing decisions, East Java, trust, digital marketing

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