Influence of halal awareness promotion and customer review on culinary purchase decisions in shopeefood among generation z consumers in Medan City
Keywords:
Halal Awareness, Promotion, Customer Review, Purchase Decision, ShopeeFood, Generation zAbstract
This study examines the influence of halal awareness, promotion, customer reviews on culinary purchase decisions through ShopeeFood among Generation Z in Medan City, Indonesia. As the largest Muslim-majority country, halal consideration is expected to significantly affect consumer behavior. However, digital consumption patterns, driven by convenience, promotional intensity, and online reviews may shift purchasing motivations. Data were obtained from 123 individuals with a structured questionnaire and evaluated using multiple linear regression. Outcomes indicate that halal awareness does not significantly affect purchase decisions (t = 0.661, Sig = 0.510), while promotion (t = 4.141, Sig = 0.000) and customer review (t = 6.328, Sig = 0.000) have significant positive effects. Simultaneously, all variables significantly influence purchase decisions (F = 66.403, Sig = 0.000). The study reveals that although halal values remain culturally important, Generation Z prioritizes practical benefits and peer evaluations when purchasing food through digital platforms.
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