THE ROLE OF PURCHASE INTENTION IN MEDIATING HALAL PRODUCT LITERACY, HALAL LABEL KNOWLEDGE, AND CONSUMER ATTITUDES TOWARDS GENNERASI Z PURCHASING DECISIONS AT STREET VENDORS IN PEKALONGAN.

Muftikhatul Aeni; Nur Kholidah

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THE ROLE OF PURCHASE INTENTION IN MEDIATING HALAL PRODUCT LITERACY, HALAL LABEL KNOWLEDGE, AND CONSUMER ATTITUDES TOWARDS GENNERASI Z PURCHASING DECISIONS AT STREET VENDORS IN PEKALONGAN.

Pengarang : Muftikhatul Aeni, Nur Kholidah

Kata Kunci :Customer Trust, Consumer Attitude, Halal Label Knowledge, Halal Product Literacy, Purchase Decision, Purchase Intention.

Abstract
This study examines the effect of halal product literacy, halal
label knowledge, and consumer attitudes on Generation Z food
purchasing decisions in Pekalongan City, with purchase
intention as a mediating variable. Using a quantitative
approach and probability sampling with simple random
sampling method, 186 respondents were obtained. Data were
collected through an online survey (Google Form) and
analyzed with SEM. The results show that halal literacy,
consumer attitudes, and purchase intention have a significant
effect on purchasing decisions, while halal labeling does not.
Purchase intention mediates the effect of halal literacy and
consumer attitudes, but not the halal label. This study
highlights the importance of halal literacy and understanding.
This study contributes to enriching the literature on food halal,
particularly in the context of street vendors in Pekalongan, and
serves as a reference for policymakers and business actors in
understanding the factors that influence purchasing decisions,
especially regarding halal street foo

NASKAH PUBLIKASI

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Properti	Nilai Properti
Organisasi	Universitas Muhammadiyah Pekajangan Pekalongan
Email	umpp.pekalongan@yahoo.com
Alamat	Jl. Raya Pekajangan No. 1A Kedungwuni Pekalongan
Telepon	(0285) 7832294
Tahun	2025
Kota	Pekalongan
Provinsi	Jawa Tengah
Negara	Indonesia