The Role of Halal Awareness, Halal Labels and Halal Lifestyle on the Decision to Purchase a Product in the Millennial Generation Era with Religiosity as a Moderating Variable (Postgraduate Student Study of Uin Maulana Malik Ibrahim Malang)

Abstract

This study aims to analyze the role of Halal Awareness, Halal Labels and Halal Lifestyle on the purchasing decision of a product in the millennial generation era with religiosity as a Moderation variable. This study aims to understand the factors that drive the millennial generation in purchasing decisions for a product, with a focus on how Religiosity can moderate Halal Awareness, Halal Labels and Halal Lifestyle in influencing Purchasing Decisions in the millennial generation era. Data collection was carried out by distributing questionnaires aimed at Postgraduate Students of UIN Malang. The data was then processed using structural equation modeling (SEM), PLS-SEM method. The results of this study indicate that variables X1, X2, and X3 have a significant influence on purchasing decisions for a product. However, Religiosity as a moderation variable has not been able to moderate the variables of halal awareness and halal lifestyle