Farhani, Nabila (2025) THE INFLUENCE OF LIFESTYLE, INCOME, AND HALAL AWARENESS ON THE PURCHASE DECISION OF MUSLIM CONSUMERS AT WARUNG TENDA 1988 POCHA KEMANG. S1 Undergraduate thesis, Universitas Darussalam Gontor.

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Abstract

Muslim consumers' purchasing decisions are increasingly complex, especially in the midst of growing global culinary trends. One of the important aspects that influence purchasing decisions is halal awareness, lifestyle, and income level. Warung Tenda 1988 Pocha Kemang, as a Korean restaurant with a Korean concept that offers halal menus, is the object of this research to understand the extent to which these three factors affect the purchase decisions of Muslim consumers. This study aims to find out whether Lifestyle, Income, and halal awareness are simultaneously and partially influenced by Muslim consumers' purchasing decisions in Warung Tenda 1988 Pocha Kemang. The method used in this study is a quantitative approach with a survey method. Data was collected through a questionnaire distributed to 60 Muslim consumer respondents of Warung Tenda 1988 Pocha Kemang. Data analysis was carried out using multiple linear regression to determine the partial and simultaneous influence of independent variables (Lifestyle, Income, Halal Awareness) on dependent variables (Purchase Decisions) and also using Spss 25. The results showed that: Simultaneously, the variables Lifestyle, Income, and Halal Awareness had a significant effect on Purchase Decisions (F-count = 5.994, p = 0.001). In part, Revenue and Halal Awareness had a significant influence on Purchase Decisions, with t-count values of 2.346 (p = 0.022) and 2.788 (p = 0.007), respectively. However, Lifestyle had no significant effect with a t-count of -1.454 (p = 0.111). The R2 value of 0.243 shows that 24.3% of the variation in Purchase Decisions can be explained by these three variables, while 75.7% is explained by other factors outside the research model, so Lifestyle has no significant influence. The study concluded that Halal Income and Awareness played an important role in Muslim consumers' purchasing decisions at Warung Tenda 1988 Pocha Kemang, while Lifestyle did not have a significant influence. This research provides insights for restaurant management to highlight halal aspects and adjust marketing strategies to the purchasing power of Muslim consumers. Keywords: Lifestyle, Income, Halal Awareness, Purchase Decision

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