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Penelitian ini bertujuan untuk mengeksplorasi faktor-faktor yang memengaruhi niat beli konsumen di restoran berlabel halal, khususnya Generasi Milenial di Bogor. Dengan mengadopsi teori perilaku terencana (TPB) sebagai kerangka konseptual, penelitian ini menggunakan metode SEM-PLS melibatkan 222 responden dari Generasi Milenial di Bogor. Hasil penelitian menunjukkan bahwa variabel sikap dan label halal memiliki pengaruh signifikan terhadap minat beli konsumen di restoran halal, sementara variabel pengetahuan dan harga tidak memiliki pengaruh signifikan terhadap minat beli. Implikasi dari penelitian ini sangat relevan bagi pemilik dan praktisi industri restoran halal. Rekomendasi strategis melibatkan peningkatan informasi tentang kehalalan produk dan layanan, penguatan sertifikasi halal dan label, serta perhatian khusus terhadap faktor-faktor yang memengaruhi sikap konsumen. Restoran diharapkan mencari keseimbangan antara harga yang kompetitif dan layanan berkualitas tinggi. Dengan langkah-langkah ini, pemilik restoran dan praktisi pemasaran dapat meningkatkan daya tarik dan minat beli konsumen di restoran halal mereka, yang pada gilirannya akan memiliki dampak positif pada pertumbuhan bisnis mereka.
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