THE ROLE OF PURCHASE INTENTION IN MEDIATING HALAL PRODUCT LITERACY, HALAL LABEL KNOWLEDGE, AND CONSUMER ATTITUDES TOWARDS GENNERASI Z PURCHASING DECISIONS AT STREET VENDORS IN PEKALONGAN.

Authors

  • Muftikhatul Aeni Universitas Muhammadiyah Pekajangan Pekalongan Author
  • Panca Kurniati, SE.,MSc. Universitas Muhammadiyah Pekajangan Pekalongan Author
  • Nur Kholidah, SE.Sy., ME. Universitas Muhammadiyah Pekajangan Pekalongan Author

DOI:

https://doi.org/10.26877/9v19bm56

Keywords:

Consumer Attitude , Halal Label Knowledge, , Halal Product Literacy, Purchase Decision, Purchase Intention

Abstract

This study examines the effect of halal product literacy, halal label knowledge, and consumer attitudes on Generation Z food purchasing decisions in Pekalongan City, with purchase  intention as a mediating variable. Using a quantitative approach and probability sampling with simple random sampling method, 186 respondents were obtained. Data were collected through an online survey (Google Form) and analyzed with SEM. The results show that halal literacy, consumer attitudes, and purchase intention have a significant effect on purchasing decisions, while halal labeling does not. Purchase intention mediates the effect of halal literacy and consumer attitudes, but not the halal label. This study highlights the importance of halal literacy and understanding

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Published

2025-07-30

Issue

Vol. 8 No. 1 (2025): Cover

Section

Articles

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Copyright (c) 2025 STABILITY : Journal of Management and Business

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