Halal Knowledge, Hedonic Lifestyle, and Purchase Decision: The Mediating Perceived Value
DOI:
https://doi.org/10.47709/governors.v5i2.9520Keywords:
Halal Knowledge, Hedonic Lifestyle, Perceived Value, Purchase Decision, Online Food Delivery, Generation ZAbstract
The rapid development of online food delivery services has changed culinary consumption patterns, particularly among Generation Z, who tend to consider convenience, experience, and perceived benefits when making purchasing decisions. This study aimed to examine the effects of halal knowledge and hedonic lifestyle on culinary purchase decisions through online food delivery, with perceived value as a mediating variable among Generation Z in Sungai Bangek. The study employed a quantitative explanatory research design. Data were collected through questionnaires using a five-point Likert scale from 126 Generation Z respondents selected through purposive sampling. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 3. The results showed that halal knowledge did not significantly affect purchase decisions while hedonic lifestyle and perceived value had positive and significant effects on purchase decisions. Furthermore, halal knowledge and hedonic lifestyle positively and significantly affected perceived value. The mediation analysis showed that perceived value did not significantly mediate the relationship between halal knowledge and purchase decisions. However, perceived value significantly mediated the relationship between hedonic lifestyle and purchase decisions. These findings indicate that experiential and perceived value considerations play an important role in shaping Generation Z's culinary purchasing decisions through online food delivery.
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