Pengaruh Faktor Sosial, Budaya Konsumen Dan Kesadaran Halal Terhadap Keputusan Pembelian Sate Ayam Ponorogo (Studi Kasus Mahasiswa Ekonomi Syariah Tahun Angkatan 2021 Dan 2022 Universitas Muhammadiyah Ponorogo)

A purchasing decision is a final decision made by consumers, influenced by several alternative choices before ultimately deciding to purchase a product or service. In the business world, understanding the customer purchasing decision process is crucial because it can help companies adjust marketing strategies, increase customer satisfaction, and build brand loyalty. By analyzing consumer behavior, companies can identify market needs and desires, enabling them to offer more appropriate and competitive solutions. The combination of three factors, social factors, consumer culture, and halal awareness, can shape the final decision to purchase Ponorogo Chicken Satay. The purpose of this study is to examine the influence of social factors, consumer culture, and halal awareness on purchasing decisions for Ponorogo Chicken Satay.
The sample in this study was all 47 students from the Sharia Economics Study Program at Muhammadiyah University of Ponorogo, graduating in 2021 and 2022. They had taken the halal business industry course and were both consumers and potential consumers of Ponorogo Chicken Satay. The research methodology used was quantitative. The sampling method used was non-probability sampling, with a saturated sampling technique. Data collection was conducted through a Google Form questionnaire distributed to the 47 students, measuring data using a Likert scale of 1 to 5.
The results of this study indicate that social factors, consumer culture, and halal awareness partially have a positive and significant influence on purchasing decisions for Ponorogo chicken satay.

Keywords: Social Factors, Consumer Culture, Halal Awareness, Purchasing Decisions.