THE INFLUENCE OF HALAL AWARENESS AND HALAL CERTIFICATION ON INTEREST IN BUYING READY-TO-EAT FOOD IN THE MILLENNIAL GENERATION IN BANDUNG, WEST JAVA

Abstract

This research is motivated by the high level of fast food consumption by the millennial generation. This study aims to determine the effect of halal awareness and halal certification on the purchasing intention of fast food in Bandung's millennial generation, either partially or simultaneously. This study uses a quantitative approach with multiple linear regression. The object of this research is the millennial generation of Bandung City. At the same time, the data collection techniques used questionnaires and literature studies. The results show that the millennial generation of Bandung City is aware of the importance of consuming halal ready-to-eat food, and the halalness of ready-to-eat food is proven by halal certification. This is indicated by the results of statistical analysis, which show that halal awareness and halal certification have a significant effect both partially and simultaneously on the purchasing intention of fast food in the millennial generation of Bandung City.