ANALISIS PENGARUH RELIGIOUS COMMITMENT DAN HALAL AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK MAKANAN HALAL PADA GENERASI Z DI KABUPATEN BEKASI
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Halal awareness,
Generation Z,
Purchasing decisions,
Halal food
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Abstract
This study aims to analyze the influence of religious commitment and halal awareness on purchasing decisions for halal food products among Generation Z in Bekasi Regency. Using a quantitative approach through a survey of 100 respondents, the results show that halal awareness has a significant positive effect, while religious commitment has a significant negative effect on purchasing decisions. These findings emphasize the importance of enhancing halal awareness in marketing strategies to promote halal food consumption among Generation Z.
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