Halal Label Perception Towards Purchase Decision of Imported Processed Food Products for Muslim Gen Z

Abstract

Nowadays, imported processed food products are increasingly distributed in Indonesia, however not all of them have been halal labelled. Due to this condition, Muslim consumers need to increase selectivity in buying imported processed food products which guaranteed the  halal status and suitable for consumption. This study aims to analyze the effect of religiosity, reference group, income, lifestyle, and perceptions of halal labels on purchasing decision of imported processed food products in 100 respondents of Generation Z Muslim who lived at Bogor Regency. This study used descriptive analysis method and data was analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS). The results of this study indicate that the reference group, income, lifestyle, and perception of the halal label had a positive and significant effect on purchasing decision of imported processed foods.