Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh pengaruh halal awareness dan religiusitas terhadap minat pembelian gen z pada restoran jepang marugame udon di kota banda aceh dengan sikap sebagai variabel mediasi. latar belakang penelitian ini didasarkan pada meningkatnya minat masyarakat indonesia, khususnya generasi muda, terhadap kuliner jepang, serta pentingnya kesadaran halal dan nilai-nilai religius dalam pengambilan keputusan konsumsi di kalangan generasi z yang mayoritas beragama islam. penelitian ini menggunakan pendekatan kuantitatif dengan penyebaran kuesioner terhadap 128 responden yang merupakan konsumen generasi z di banda aceh. data dianalisis menggunakan metode structural equation modeling (sem) berbasis smartpls. hasil penelitian menunjukkan bahwa halal awareness dan religiusitas berpengaruh positif terhadap minat pembelian, baik secara langsung maupun melalui mediasi sikap. temuan ini memberikan implikasi penting bagi pelaku usaha kuliner jepang di aceh untuk mempertimbangkan aspek kehalalan dan nilai-nilai religius dalam strategi pemasaran mereka guna meningkatkan minat beli konsumen muda. kata kunci: halal awereness, religiusitas, sikap, minat pembelian, marugame udon

This study aims to analyze the influence of Halal Awareness and Religiosity on Purchase Intention among Generation Z, with Attitude as a mediating variable, in the case of the Japanese restaurant Marugame Udon in Banda Aceh. The background of this research is based on the growing interest of Indonesians especially the younger generation in Japanese cuisine, as well as the significance of halal awareness and religious values in purchasing decisions among Muslim-majority Gen Z consumers. This research employs a quantitative approach by distributing questionnaires to 128 respondents representing Generation Z consumers in Banda Aceh. Data were analyzed using Structural Equation Modeling (SEM) with the help of SmartPLS. The results show that both Halal Awareness and Religiosity positively influence Purchase Intention, either directly or through the mediating effect of Attitude. These findings offer valuable insights for Japanese culinary businesses in Aceh to consider halal aspects and religious values in their marketing strategies to enhance consumer purchase intention. Keywords: Halal Awareness, Religiosity, Attitude, Purchase Intention, Marugame Udon