PENGARUH PROMOSI GAYA HIDUP HALAL DAN KESADARAN HALAL TERHADAP PERUBAHAN PERILAKU KONSUMEN GEN Z KOTA DEPOK

Abstract

This study aims to examine how the promotion of halal lifestyles on social media pages, such as Instagram and halal awareness, both partially and simultaneously, influences changes in Muslim consumer behavior, especially Generation Z in Depok City. By using multiple regression analysis techniques, this study successfully collected data from 100 respondents through a questionnaire. The collected data were processed using SPSS 23. The results show that halal lifestyle promotion on Instagram and halal awareness, both partially and simultaneously, have a significant effect on changes in consumer behavior. In conclusion, this study encourages increasing the promotion of halal lifestyles through social media among the younger generation, which has a positive impact on how their consumption behavior changes toward a better and more comprehensive halal lifestyle. Therefore, halal industry players and halal lifestyle influencers can continue to increase promotion of the halal lifestyle through their respective social media.