Rafifahnur, Nisrina (2024) THE INFLUENCE OF HALAL LIFESTYLE AND BRAND IMAGE ON ZILLENNIAL GENERATION PURCHASING DECISIONS WITH BOYCOTT AWARENESS AS AN INTERVENING VARIABLE. S1 Undergraduate thesis, Universitas Darussalam Gontor.

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Abstract

Purchasing decision is a decision-making process by consumers to buy a product that combines knowledge to choose two or more alternative products available. A consumer's purchasing decision can be caused by several factors such as lifestyle and brand image. After the issuance of DSN MUI Fatwa No. 38 of 2023 regarding support for Palestine, one of which is by not consuming products affiliated with Israel. Consumer awareness of support for Palestine has led many people to boycott brands affiliated with Israel. This study aims to determine how much influence halal lifestyle and brand image have on zillennial generation purchasing decisions with boycott awareness as an intervening variable. This research uses quantitative methods. The population in this study is the zillennial generation with a sample that has been determined using the slovin formula of 100 people and purposive sampling. Data analysis techniques using PLS-SEM using surveys, questioners distributed via g-form and data collection data documentation. The results of this study indicate that halal lifestyle directly has a positive but insignificant effect on purchasing decisions with a p value of 169. Brand image directly does not affect purchasing decisions with a p value of 0.493. Meanwhile, halal lifestyle and brand image mediated by boycott awareness affect zillennial generation purchasing decisions with a p value of 0.034 and 0.000. To add other variables such as price, promotion, and product quality. The zillennial generation is also expected to be wiser in purchasing decisions, especially regarding the boycott of Israeli products, by considering the affiliation of the products used. Keywords : Purchasing Decisions, Halal Lifestyle, Brand image

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