THE ROLE OF HALAL LABELS IN THE PURCHASING DECISIONS OF GENERATION Z CONSUMERS TOWARD CULINARY MSMES
Keywords:
halal label, purchasing decision, consumer trustAbstract
The increasing awareness of halal products among Muslim consumers has made halal labels an important consideration in purchasing decisions, particularly among Generation Z. This study aims to analyze the role of halal labels in the purchasing decisions of Generation Z toward culinary micro, small, and medium enterprises (MSMEs). This research employed a qualitative method with purposive sampling techniques. The informants consisted of 10 Generation Z consumers who had purchased culinary MSME products and were aware of the existence of halal labels on food and beverage products. Data were collected through interviews and analyzed using thematic analysis. The findings indicate that Generation Z generally understands halal labels as proof that a product complies with Islamic principles and provides assurance regarding product halalness. Halal labels were found to be an important factor in purchasing decisions because they create a sense of security, confidence, and trust in the products consumed. In addition, halal labels contribute to building consumer trust and enhancing the positive image of culinary MSMEs. However, purchasing decisions are not solely influenced by halal labels, as factors such as taste, price, cleanliness, product quality, packaging, and seller reputation also play significant roles. This study concludes that halal labels have an important role in influencing the purchasing decisions of Generation Z toward culinary MSME products. Therefore, culinary MSME owners are encouraged to obtain halal certification and display halal labels on their products while maintaining transparency regarding ingredients and production processes to strengthen consumer trust.
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