Study Generation Z on Halal Purchasing Decisions (Case Study: McDonald-s, South Tangerang, Indonesia)
Arief Bowo Prayoga Kasmo & Pungky Karmila

Fakultas Ekonomi dan Bisnis
Universitas Mercu Buana

Abstract

As time passes, the halal context is more often heard in the vast community in selecting or buying a product. The awareness of halal product is a level of knowledge that the Muslim consumer has to search and consume the kosher products in accordance with Islamic sharia. It-s made Muslim consumers more selective in their choice of product they will consume. McDonald-s is one of the restaurants that are responsible for consumers consideration of this because McDonald-s is from the American country where the country is predominantly non-muslim. The research aims to identity the influence of product quality, brand image and halal certificate the consumer purchasing decision on products McDonald-s. The respondends of this research are the consumer McDonald-s South Tangerang in Bintaro sector 9. This research was conducted with 124 respondents by using quantitative approach. SEM-PLS have employed in data analysis. The results of this study indicate that the quality product haven-t been significantly affect consumer purchasing decision on product McDonald-s and brand image and halal certificate have been significantly influence on the counsumer purchasing decision on McDonald-s product.

Keywords: Product Quality, Brand Image, Halal Certification, Purchasing Decision, Generation Z

Topic: Manajemen Pemasaran

Link: https://ifory.id/abstract-plain/xAhY3tpyZbKz

Web Format | Corresponding Author (Arief Bowo Prayoga Kasmo)