The Understanding of Islamic Branding Among Generation Z and the Impact of it on Purchase Decisions

This study analyses Generation Z's understanding of Islamic branding and its influence on purchasing decisions. This study aims to find out to what extent Generation Z is familiar with Islamic branding and to investigate the impact of Islamic branding of products and services on Generation Z’s purchasing decisions. A total of five Generation Z respondents from Negeri Sembilan, Selangor, Johor, Kedah, and Kelantan were interviewed using a semi-structured interview method. The participants were selected through purposive sampling. The results show that there are three themes, namely the importance of the halal logo, the influence on purchasing decisions, and the
sources used. The results show that Generation Z is familiar with the Islamic trademark and that it influences their purchasing decisions.