CONSUMPTION BEHAVIOR PATTERNS OF GENERATIONS Y HALAL PRODUCTS IN INDONESIA

Generation Y is a generation born in 1977-1994 that has the main characteristics of always using the internet and technology to help meet their needs. One of them is in terms of helping to purchase consumption needs. Online shopping is the Y generation's main choice compared to conventional shopping. Indonesia with a Muslim majority population has a large number of Muslim generation Y and the need for halal products that can be obtained online has a high number. The purpose of this study is to analyze the factors that influence the pattern of generation Y consumption of products in the halal industry in Indonesia. This study involved 30 people who were selected using purposive sampling techniques. Data was collected through filling out questionnaires. The analysis used in this study is multiple linear regression test with 4 dummy variables. Regression test results show that income has a positive / real influence on the consumption patterns of Y generation of products in the halal industry in Indonesia. Academic achievement does not have a positive/real influence on consumption patterns of Y generation of products in the halal industry in Indonesia. Puppet variables namely gender (male and female), occupation (employees/civil servants and entrepreneurs), marital status (married and unmarried) and products purchased (goods and services) show no difference in the effects of both men and women, employees/civil servants and entrepreneurs, married and unmarried, goods and services on generation Y consumption patterns on products in the halal industry in Indonesia.