RESEARCH ON THE MILLENNIAL GENERATION’S BEHAVIOR TOWARD HALAL CONSUMPTION

. Research on the consumption behavior toward halal products is interesting to study, not only because most of the population in Indonesia is Muslim but also because several previous studies’ findings have mixed results, creating a loophole for finding research gaps. This research, therefore, aims to examine several factors influencing the purchase intention of halal products. The sample involved 100 millennial youth represented by the Faculty of Economics and Business (FEB) students, Universitas Muhammadiyah Surakarta (UMS). The test results demonstrated that the three variables impacted purchase intention, i


INTRODUCTION
downstream, from the beginning of the production process to the end user. The systemic impact of halal standardization and certification is the creation of product value that provides certainty of quality assurance, best quality, production efficiency, global competitiveness, fair business competition, optimization of production capabilities, and a commitment to innovation in the application of the latest technology (Goni, 2022;Hajar, et al., 2021;Ali, 2021).
Furthermore, halal standardization and certification provide benefits not only to producers but also to consumers, such as providing guarantees for consumer protection, product quality that complies with Islamic religious principles, and certainty for product standardization globally. In this regard, implementing global halal standardization and certification is vital. Indonesia certainly has an interest in making it happen, supporting marketing in the global era, and guaranteeing product quality and the safety of consuming halal products (Irawati, et al., 2023;Kusdiyanto, et al., 2022).
For synergy with the interests of standardization and halal certification, with the population composition in Indonesia supported by demographic bonuses, the existence of the millennial generation is an essential component. It is not only a potential market, but its relevance is also to support the creation of an Islamic next generation by considering the feasibility of living a healthy life under the principles of Islamic teachings. In this case, the role and existence of the Institute for the Assessment of Food, Drugs, and Cosmetics, the Indonesian Ulema Council, or LPPOM MUI, is strategic as it has an interest in conducting research, studies, and analysis to determine whether a product and/or its derivatives are safe for consumption, whether from the aspect of health in general and the rules of the Islamic religion in particular, for cases in Indonesia specifically and globally generally.
The perception of halal and haram is undeniably owned by Allah SWT, so humans no longer have the authority to determine it, except for what has been stipulated by Islam, and surely, it is according to the authority of Allah SWT (Hashim, et al., 2022;Aziz & Wahab, 2018). Therefore, the perception of halal indirectly confirms that something aligns with the commands of Allah SWT, and it has been explained according to the command: "O humanity! Eat from what is lawful and good on the earth and do not follow Satan's footsteps. He is truly your sworn enemy." (QS. Al Baqarah 168). In addition, the identification of halal food is also expressly conveyed: "Forbidden to you are carrion, blood, and swine; what is slaughtered in the name of any other than Allah; what is killed by strangling, beating, a fall, or by being gored to death; what is partly eaten by a predator unless you slaughter it; and what is sacrificed on altars. You are also forbidden to draw lots for decisions. This is all evil. Today, the disbelievers have given up all hope of ˹undermining˺ your faith. So, do not fear them; fear Me! Today, I have perfected your faith for you, completed My favor upon you, and chosen Islam as your way. But whoever is compelled by extreme hunger-not intending to sin-then surely Allah is All-Forgiving, Most Merciful." (QS. Al Maidah 3). These two verses explicitly describe the importance of halal products for the daily consumption of Muslims. Further, several other verses also support the importance of halal consumption, and it at least reinforces the importance of halal consumption as part of a principle of life and a commitment to building a sustainable human faith. Therefore, education and literacy related to halal consumption is important, not only related to science but also concerning religion and behavior, because it essentially involves life principles and philosophy of behavior according to Islamic rules (Perdana et al., 2019;Aransyah, et al., 2019;Mcgonagle, 2020;Eid, 2020;Temizkan, 2022).
Collective awareness of the consumption of halal products tends to increase along with high population growth, not only globally but also in Muslim-majority countries (Shah & Mohamed, 2011;Hall & Sevim, 2016). The predictions of several observers confirm that the global product consumption market currently reaches US$ 500 billion, and the trend will continue to increase. This reality is reinforced by population data in Indonesia, with a total of 235 million people, the majority of whom are Muslims. In addition, the State of Global Islamic Economic Report 2020-2021 stated that global Muslim consumption was US$ 2.02 trillion, and projections for 2024 will be US$ 2.4 trillion. The extraordinary potential of the global halal product market is both an opportunity and a challenge, so it is supported by the existence of the Islamic Economic Community (MES) in Indonesia, which consistently drives the production and consumption of halal products systematically and sustainably. In this regard, Indonesia's ranking in global consumption of halal products is fourth after Malaysia, Saudi Arabia, and the United Arab Emirates. The fact of consumption behavior of halal products is also reinforced by the existence of Law Number 34 of 2014 concerning the Halal Product Guarantee. It is in line with the 2019-2024 Islamic Economics Masterplan, which refers to four strategies. The first is strengthening the halal chain, including the halal food industry, the halal tourism industry, the Muslim fashion industry, the halal media and recreation industry, the halal pharmaceutical and cosmetics industry, and the renewable energy industry. The second is the commitment to strengthen the Islamic financial sector. Third is strengthening the micro, small, and medium enterprises, and fourth is the commitment to utilizing and strengthening the digital economy.
Based on the 2020 population census results, Indonesia's population was 270,203,917 (as of September 2020), so in the 2010-2020 range, the average population growth reached 3.26 million/year because there was an additional 32.56 million people, whereas the population of productive age (15-65 years) was 70.72%. In other words, the average population growth in Indonesia reaches 1.25% per year. Therefore, from the data for the last ten years, there has been a significant increase, and the identification of its composition is presented in the following From the table above, the population composition in Indonesia was dominated by generation Z (27.94% or 74.93 million people) and millennials (25.87% or 69.38 million people). The mention of the millennial generation is inseparable from the changing times and rotations that occur continuously. The general perception confirms that the millennial generation is synonymous with regeneration from Generation X, so the millennial generation is also called Generation Y, with identification familiar with the internet, technology literacy, and birth range of 1980-the 2000s, and is called the echo boomers and YouTuber generation. Therefore, the millennial generation tends to be familiar with the online era since they interact with the internet every day. The number of millennial generations referred to as a demographic bonus, indirectly becomes a potential market for penetration of the halal product consumption market (Fatmi & Kartika, 2020;Azizan, et al., 2022).
Additionally, the millennial generation's characteristics make it possible to access all halal product information. Consequently, it allows them to build collective awareness in the field of consumption, including the consumption of halal products. In this regard, the selection of samples in this research involving the millennial generation is considered representative because apart from having access to information search that allows them to make selections before consumption, they also have networks that can build collective awareness to be conscious about consuming halal products. The millennial generation's commitment to the consumption of halal products will indirectly build sustainability and/or regeneration of the intention to consume halal products so that this hope will support collective awareness of the consumption behavior of halal products. It is also supported by the Indonesian Ulema Council (MUI) affirmation that the products consumed in Indonesia must be halal certified and must undoubtedly be halal. In this case, LPPOM MUI has issued 4,706 halal certifications for 20,000 products from 1,500 corporations to support collective awareness of halal product consumption.

RESEARCH METHODS Samples and Analysis Tools
The research sample was 100 millennials represented by the Management Study Program students, Faculty of Economics and Business, Universitas Muhammadiyah Surakarta. The sampling was carried out on 3-8 October 2022. The sample selection was performed by purposive sampling, i.e., students who had passed the Islamic Economics Course. The underlying argument is that the samples have understood halal products. In addition, it is hoped that the selection of the millennial generation sample will support access to information search about halal products (Irawati, et al., 2023;Kusdiyanto, et al., 2022;Hashim, et al., 2022).
In this research, hypothesis testing used multiple regression analysis. Classical assumption testing was conducted to fulfill the regression and generalize the results. Data collection was conducted by distributing questionnaires with Google Forms. The questionnaire consisted of two parts: the first is an explanation of sociodemographic factors, and the second is an identification of halal awareness, halal logo, attitude, and purchase intention. The questionnaire in this research employed a Likert scale from 1 (strongly disagree) to 5 (strongly agree). Besides, identification comprised halal awareness (three indicators), halal logo (four indicators), attitude (five indicators), and purchase intention (three indicators). All indicators were adopted from Bashir (2019). Moreover, the theory in this study refers to the Theory of Planned Behavior or TPB because it has been widely used for behavioral research, including in the consumption of halal products (Bakar, et al., 2018;Mahidin, et al., 2019;Ali, et al., 2018;Fatmi & Kartika, 2020;Perdana et al., 2019;Goni, 2022;Mcgonagle, 2020;Hajar, et al., 2021;Ali, 2021;Aziz & Wahab, 2018;Eid, 2020;Shah & Mohamed, 2011).

Hypotheses Development Halal Awareness
Perceptions about halal are one of the essential factors in supporting purchasing decisions. It is influenced not only by internal factors but also external ones. In addition, the behavior that emerges and develops in most Muslim countries provides a huge opportunity to understand and realize the importance of consuming halal products so that the concern for halal products becomes a rational choice. Therefore, awareness of halal products is the initial process that supports the behavior of consuming halal products, and research results strengthen the influence of awareness regarding halal products on the intention to purchase halal products Bashir, 2019;Aransyah, et al., 2019;Ali, 2021;Temizkan, 2022). Thus, the first hypothesis in this research is: H 1 : Halal awareness is thought to affect the intention to purchase halal products positively.

Halal Logo
Perceptions of halal products are not only connoted with positive awareness regarding the value of halal but also include an explanation of halal itself, which is then visualized in the form of a halal logo. Hence, the halal logo represents the legality of halal products, strengthening consumer awareness and perceptions of these halal products. In addition, the halal logo reflects information that is of concern to consumers before deciding to make a purchase. It illustrates that labeling the halal logo is vital to distinguish it from other (nonhalal) products, which strengthens consumers' confidence simultaneously. Several studies' results corroborate the halal logo's important role in the intention to purchase halal products (Bashir, 2019;Temizkan, 2022). Therefore, the second hypothesis in this research is: H 2 : The halal logo is thought to affect the intention to purchase halal products positively.

Attitude
Attitude is the implementation of an individual's positive attitude before deciding to make the purchasing process. Consequently, a positive attitude will support the purchase intention, and conversely, a negative attitude will influence the intention to refuse a purchase. It reinforces an understanding that stimulus is a strategy to influence attitudes so that it will influence behavior change. Thus, marketers need to pay attention to changes in attitude so that an intention to make a purchase is formed, which was previously influenced by perceptions of specific products, including, for example, the consumption of halal products. The results of several studies clearly illustrate the relationship between attitudes toward the intention to purchase halal products (Mahidin, et al., 2019;Ali, et al., 2018;Bashir, 2019;Perdana et al., 2019;Goni, 2022;Mcgonagle, 2020;Hajar, et al., 2021;Ali, 2021;Aziz & Wahab, 2018;Eid, 2020;Temizkan, 2022;Shah & Mohamed, 2011). Hence, the third hypothesis in this research is: H 3 : Attitude is thought to positively affect the intention to purchase halal products.

Purchase Intention
Purchase intention is an action before purchasing a product, which is influenced by internal and external factors. Therefore, purchase intention is a crucial factor before making a real purchase of a product. It confirms the importance of the purchase intention factor in behavior so that the identification of purchase intention will determine the dominant factor in making decisions regarding purchases, including, in this case, the consumption of halal products. It denotes that the identification of purchase intentions will determine the right marketing strategy to support decisions in making choices from various existing alternatives (Bashir, 2019;Perdana et al., 2019;Goni, 2022;Mcgonagle, 2020;Hajar, et al., 2021;Ali, 2021;Aziz & Wahab, 2018;Eid, 2020;Temizkan, 2022;Shah & Mohamed, 2011). Referring to the explanation above, the research model built into this research is as follows:

RESULTS AND DISCUSSION Respondent Identification
This research sample involved 100 millennials represented by Management Study Program students at the Faculty of Economics and Business, Universitas Muhammadiyah Surakarta, who had passed the Islamic Economics Course. Most respondents were women (65%), and women tended to be more sensitive in purchasing products, including consuming halal products. In addition, respondents' regional origins were from Solo (55%), outside Solo (30%), and outside Java (15%). Besides, it turned out that most of the consumption per month was more than IDR 1 million (75%), so this data makes it possible to support the consumption behavior of halal products. Interestingly, respondents got info on halal products from advertisements (25%), families (30%), and the majority from social media (45%). This fact confirms that the influence of social media in supporting campaigns for halal products is vital. Other findings revealed that respondents' considerations in supporting the intention to purchase halal products were product attributes (10%), availability of halal products in the Halal Awareness

Validity and Reliability Test
The validity test results showed that all indicators were grouped according to the specified variables, confirming the validity of all these indicators. Validity testing is essential to know the validity measurement of all indicators explaining a variable in research (Saputro & Achmad, 2015;Irawati, et al., 2023;Kusdiyanto, et al., 2022). The validity test results are shown in Table 3 as follows: ,891 PI3 ,883 The reliability test results revealed that the instruments used in research to obtain respondent information could show the truth. It also verifies the questionnaire's consistency. Besides, testing the four variables showed a Cronbach's Alpha value of more than 0.7 (see Table 4), confirming that all indicators in this research were reliable. Other classic assumption tests, for example, the normality test, uncovered that the data were normal since the One-Sample Kolmogorov-Smirnov test results had an asymp. sig. (2tailed) value of 0.188 (greater than 0.05), so it was normally distributed. The heteroscedasticity test results also showed that all significance values for the three variables were more than 0.05, so the data did not experience heteroscedasticity symptoms. In addition, the multicollinearity test results demonstrated that the standard error value was less than 1, the beta coefficient value was less than 1, the tolerance value was greater than 0.1, and the VIF value was less than 10. Thus, it is concluded that the data did not occur in multicollinearity so that the next test could be done (Saputro & Achmad, 2015;Irawati, et al., 2023;Kusdiyanto, et al., 2022).

Regression Results
The regression test results reveal the relationship between the independent and dependent variances and fundamentally explain how strong the relationship is. It indicates that the stronger it is, the more it confirms that theoretical studies support the model built, and vice versa. The test results showed that the R 2 value was 56.2%, strengthening the argument that the interaction of the variables built in this research model explained 56.2%, while the rest were not represented in the model. It is an opportunity and a challenge for further research to explore other models and variables which support the existing conceptual theory. The test results are presented in the following table: The relationship between variables shown by the value of R 2 was also supported by the F-test results, which indirectly explained the significance of the model built. Related to this, building a model could not be separated from the findings of many previous studies and the underlying theory. Therefore, the F-test results showing a value of 41.125 and were significant at an alpha of 1% strengthened the argument that the model built in this research aligns with theoretical studies and supports the findings of several previous studies. This finding also explains that simultaneously, all the built variables affected purchase intention, and the test results are illustrated in the following table: Then, the partial test was to exhibit the relationship between the independent and the dependent variables, including halal awareness, halal logo, and attitude on purchase intention. The results indirectly showed that the halal awareness and logo variables were significant at 5% alpha, while the attitude variable was significant at 10% alpha. Indirectly, it confirms that marketers need to pay attention to halal awareness, halal logos, and attitude variables to support the intention to purchase halal products. Therefore, producers and marketers should also pay close attention to these findings as part of a marketing strategy to win the competition and simultaneously support the intention to purchase halal products. It denotes that education and literacy related to halal awareness are essential so that collective awareness arises of the intention to purchase halal products.
On the one hand, it is also vital to build perceptions of the halal logo to be known by the public since it is important to support the belief in the consumption of halal products. On the other hand, attitude cannot be ignored because a positive attitude will support purchase intention and vice versa. The test results are shown in the following table:

Discussion
Consumption of halal products indicates an increasing trend, and this fact promises encouraging prospects, not only regarding production but also related to marketing and competition (Fatmi & Kartika, 2020;Goni, 2022;Mcgonagle, 2020). On the one hand, the trend of increasing consumption of halal products provides opportunities for their production, including the commitment to build collective awareness of the consumption of halal products. On the other hand, the consumption of halal products must also be supported by legal protection from the threat of the circulation of counterfeit products. This fact is crucial because most of the population in Indonesia are Muslims, so the need for consumption of halal products is a demand, causing everyone to have an interest in the supply, production, and distribution of halal products, including the ease of obtaining them. The urgency related to the ease of obtaining the product indirectly is a commitment to reduce the potential for consumers to switch to other products, especially their substitutes. Hence, the synergy between the government, producers, and distributors is important behind the interests of supporting the availability of halal products in the market.
The consequence of being in Indonesia, where most of the population is Muslim, is the perception of the urgency of halal awareness. Therefore, the demands for the fulfillment of the consumption of halal products cannot be ignored since they are related to the obligation to consume these halal products. It denotes that there needs to be education and literacy systematically and sustainably, so concern for fulfilling the consumption of halal products is maintained. It is because it is not only related to sharia and religious teachings but also concerns a consequence of the lifestyle of the Muslims to get grace from their consumption behavior. In this study, the results showed a positive effect of halal awareness on the intention to purchase halal products, and these findings support many previous studies (Bashir, 2019;Aransyah, et al., 2019;Ali, 2021;Temizkan, 2022).
Confidence in the importance of halal awareness must also be supported by clarity on the formal legality, which is then marked with the halal logo. Hence, there is a strong relationship between halal awareness and the halal logo because the halal logo will support confidence, strengthening perceptions of behavior. It signifies that the halal logo influences confidence in the consumption of halal products as it is motivated by halal awareness owned by most Muslims. It strengthens the argument that halal awareness and logos are essential to support the intention to purchase halal products. This research's results revealed a positive effect of the halal logo on the intention to purchase halal products, supporting the previous research results (Bashir, 2019;Temizkan, 2022).
Moreover, the TPB theory asserts that attitudes influence intentions. Several behavioral studies reinforce this argument. Thus, the power of halal awareness and the halal logo will indirectly affect a person's attitude. On the one hand, a person's attitude cannot be separated from the stimulus that influences it, and on the other hand, when the stimulus influences a positive attitude, it will continue to act and behave to make a purchase (purchase intention). Conversely, if the stimulus triggers a negative attitude, the follow-up behavior will refuse or not intend to make a purchase. This explanation verifies that marketers and producers are interested in creating a stimulus that influences positive attitudes to impact the intention to purchase halal products. The research results uncovered a positive effect of attitudes on the intention to purchase halal products, and these findings support the results of several previous studies (Mahidin, et al., 2019;Ali, et al., 2018;Bashir, 2019;Perdana et al., 2019;Goni, 2022;Mcgonagle, 2020;Hajar, et al., 2021;Ali, 2021;Aziz & Wahab, 2018;Eid, 2020;Temizkan, 2022;Shah & Mohamed, 2011).

CONCLUSION AND SUGGESTIONS
The research results demonstrated that the three variables, i.e., halal awareness, halal logo, and attitude, significantly affected purchase intention. These results confirm that these three variables influenced the intention to purchase halal products, so producers and marketers are interested in spurring perceived halal awareness, strengthening knowledge of the halal logo, and providing stimulus through promotions and other strategies. It is intended to build a positive attitude (attitude) since it will affect the intention to purchase (purchase intention). These results reinforce Bashir's (2019) research findings.
As a recommendation for further research, it is necessary to explore and exploit other variables, which are also predicted to influence the decision to purchase halal products. The sample expansion is also challenging to describe the characteristics of consumers who intend to purchase halal products. It is crucial because the potential for the consumption or market for halal products tends to continue to increase, which becomes an opportunity and challenge for developing sustainable halal products.