Nur Nabilah Binti ZulkhairiRosninawati Binti Hussin2024-09-242024-09-242024Muhammad Raqib Mohd Sofian, Siti Suriani Othman, Safiyyah Sabri, Osama Kanaker, & Ihab Ahmed Ra’uf Awais (Eds.). (2024). In 4th International Conference on Islam, Media and Communication (ICIMac 2024) (pp. 1–501).e-ISBN : 9789672614722https://oarep.usim.edu.my/handle/123456789/22886E-Proceeding of 4th International Conference on Islam, Media and Communication (ICIMac 2024): “Communication & Digitisation in Madani Society”/ Muhammad Raqib Mohd Sofian, , Siti Suriani Othman, Safiyyah Sabri, Osama Kanaker & Ihab Ahmed Ra’uf Awais. 5th March 2024 Organized by : Faculty of Leadership & ManagementThis 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.en-USIslamic brandingGeneration ZPurchase Decisionstext::conference output::conference proceedings::conference paper