MAKANAN IMPOR DI PASAR MUSLIM: Pengaruh Sertifikasi Halal, Kesadaran, dan Pengetahuan Produk Generasi Z

Abstrak

This study aims to analyse the factors influencing Generation Z’s halal purchase intention toward Korean instant food products within a Muslim-majority society. The increasing consumption of imported instant food has heightened the need for greater attention to halal aspects in consumer decision-making processes. This study examines the effects of halal certification, halal awareness, and product knowledge on halal purchase intention. A quantitative approach was employed using a survey design involving 186 Generation Z respondents in Padang City. The data were analysed using Structural Equation Modelling–Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4 software. The results indicate that halal awareness and product knowledge have a positive and significant effect on halal purchase intention, whereas halal certification does not show a significant direct effect. These findings suggest that formal halal certification has not yet become the primary determinant of halal purchase intention among Generation Z, while consumers’ understanding and awareness of product halalness play a more dominant role.

Kata kunci

• Generation Z
• halal awareness
• halal certification
• halal purchase intention
• korean instant food
• makanan impor di pasar umum