Halal Lifestyle Terhadap Keputusan Pemilihan Restoran Hotel Pada Generasi Milenial

الملخص

Currently, among Muslim people who use products in their daily lives, they attach great importance to or see products that are labeled halal. The millennial generation is known for critical thinking, one of which is related to halal lifestyle in daily life.  The selection of food and drink, clothing and cosmetics, and tourism are included. The millennial generation implements a halal lifestyle which makes it difficult for them to choose hotel restaurants that do not have a halal certificate. The decision to choose a hotel restaurant by the millennial generation is important, considering the large market potential that is able to meet the needs and preferences of Muslim consumers can increase competitiveness and customer satisfaction. This study aims to determine the influence of halal lifestyle on the decision to choose a hotel restaurant in the millennial generation. The research method uses an associative quantitative approach and data collection in July 2024. This research was carried out by distributing questionnaires using google forms. The research sample was selected using a non-probability sampling technique with purposive sampling so that it produced a sample of 307 respondents with a birth range of 1981-1996. This study shows that halal lifestyle is in the high category and the decision to choose a hotel restaurant is in the high category. The results of the regression test in this study showed that there was an influence of halal lifestyle on the decision to choose a hotel restaurant with a p-value of 0.006<0.05. This study shows that the higher the halal lifestyle, the more respondents choose halal restaurants and vice versa, if the respondents' halal lifestyle is low, the worse the decision to choose a hotel restaurant. Keywords: Millennial generation, halal lifestyle,  hotel restaurant selection decision