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Pengaruh Halal Awareness Dan Digital Content Terhadap Purchase Intention Makanan Halal Gen Z Menggunakan Integrasi TPB - TAM

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"Goal : Despite the rapid growth of Indonesia’s halal industry, its global export
share remains modest at just 3% of its potential. Generation Z, as the largest
demographic segment, holds vast potential to boost halal food consumption;
however, their purchasing intention tends to be inflated, superficial, or impulsive,
lacking sustained commitment. This study investigates the influence of Halal
Awareness and Digital Content on Purchase Intention of halal food among Gen Z
Instagram users, with Religiosity and Tech-Savviness as moderating variables. To
comprehensively explain this phenomenon, the research adopts an integrative
theoretical approach by combining the Theory of Planned Behavior (TPB) for
psychological aspects and the Technology Acceptance Model (TAM) for digital
contextual factors
Methode : A quantitative method is applied using Structural Equation Modeling–
Partial Least Squares (SEM-PLS) with SmartPLS 4. The sample consists of 100
Muslim Gen Z respondents in Indonesia who actively use Instagram and have
encountered halal food content
Fact/Finding : This study reveals that contextual factors such as tech-savviness
and the quality of digital content can diminish the influence of psychological factors
like halal awareness and religiosity on Gen Z’s purchase intention for halal food
on Instagram. The integration of the TPB and the TAM offers a fresh perspective
on the complexity of halal consumption behavior in the digital era, highlighting that
excessive promotion and a tech-critical audience may reduce the effectiveness of
marketing messages"

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Availability

Detail Information

Series Title

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Call Number

REF 658.8342 ARI p

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

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Language

Indonesia

ISBN/ISSN

NIM.2120405023

Classification

6.588.342

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

SEM-PLS
Halal Awareness
Religiousity
Tech-Savviness
TPB-TAM Integration

Specific Detail Info

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Statement of Responsibility

Muhammad Arief

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