Religiosity, Halal Knowledge, and Halal Awareness on the Purchase Intention of Halal Food among Generation Z in Tulungagung East Java

Abstract

The Islamic economy and Islamic finance industry are currently experiencing significant development, particularly in the halal food sector. The halal industry has now become one of the fastest-growing economic sectors, not only in Muslim-majority countries but also in global markets, including Indonesia. This study connects an economic factor, namely Purchase Intention, with aspects of Religiosity, Halal Knowledge, and Halal Awareness based on the theory of consumer behaviour economics. The study aims to examine the influence of Religiosity, Halal Knowledge, and Halal Awareness on Purchase Intention; to examine the influence of Religiosity on Purchase Intention; to examine the influence of Halal Knowledge on Purchase Intention; and to examine the influence of Halal Awareness on Purchase Intention. The findings of this study emphasize the importance of increasing public knowledge about halal product standards and benefits, as well as strengthening halal awareness to encourage purchase intention. This study employs a quantitative approach with an associative research design. The data used consist of primary data obtained from the research sample. The sample comprises 100 respondents from Generation Z. Additionally, supporting data, such as demographic information, were obtained from the Central Bureau of Statistics of Tulungagung Regency for the year 2023. The findings of this research reveal that: 1) Simultaneously, Religiosity, Halal Knowledge, and Halal Awareness significantly influence the purchase intention of halal food. 2) Partially, Religiosity does not significantly influence the purchase intention of halal food. 3) Halal Knowledge significantly influences the purchase intention of halal food. 4) Halal Awareness positively and significantly influences the purchase intention of halal food.