<![CDATA[This study aims to analyze the factors influencing students’ consumption preferences in the campus canteen, with an emphasis on the role of halal aspects compared to other factors. The study employs a descriptive quantitative approach by distributing questionnaires to students. The results show that in assessing the quality of food and beverages, halal aspects are chosen by 71.3% of respondents, relatively comparable to health and nutritional factors (72%), but still lower than price (84%) as the primary consideration. In shaping purchase confidence, students are more influenced by easily observable factors such as safe-looking packaging (39.3%), reasonable prices (33.3%), and vendor cleanliness (31.3%), compared to halal indicators such as halal labels (16.7%) and ingredient information (8.7%). Meanwhile, in efforts to improve the canteen, the most prioritized aspects are seating comfort (70.7%), menu variety (65.3%), and price affordability (58.7%). These findings indicate that students’ consumption preferences are multidimensional; halal functions as a basic standard that is assumed to be fulfilled, while economic factors and consumption experience are the main determinants of purchasing decisions. Therefore, campus canteen development should integrate halal aspects more explicitly, along with improvements in comfort, menu variety, and price affordability.]]>
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