<![CDATA[The fast-food industry in Indonesia continues to expand, alongside the growing popularity of South Korean instant noodles such as Samyang. Beyond taste, the product’s strong K-Food image reflects how purchasing decisions among young consumers are shaped not only by functional needs but also by lifestyle trends, cultural influences, and targeted marketing strategies. This study examines the influence of halal labeling, price, and brand ambassadors on the purchasing decisions of Samyang noodles among Generation Z consumers. A quantitative associative approach was employed to test the relationships between these variables and consumer behavior. The sample consisted of Gen Z individuals who had previously purchased Samyang noodles, and data were analyzed using multiple linear regression with SPSS version 27. The research findings show that simultaneously and partially, halal labels, product prices and brand ambassadors have a simultaneous and significant influence on purchasing decisions. The halal label strengthens consumer trust and perceived product suitability, price shapes perceptions of value and affordability, and brand ambassadors enhance product appeal through familiarity and aspirational influence. Simultaneously, these factors form a complementary set of considerations that guide Gen Z consumers in choosing Samyang products. Overall, the study highlights the importance of combining religious assurance, economic evaluation, and promotional appeal in influencing contemporary youth purchasing behavior.]]>
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