<![CDATA[Growing public awareness of the need to consume halal goods has accelerated the expansion of the halal food sector in Purwokerto, particularly among MSMEs. Business owners therefore need to understand the factors that shape consumer buying choices. This study examines the effect of electronic word of mouth (e-WOM), halal awareness, halal knowledge, and halal label on purchase decisions for halal street food among Generation Z in Purwokerto. The study used an associative design with a quantitative approach. The population consisted of Generation Z consumers who had purchased halal street food in Purwokerto. Using the Lemeshlow formula and purposive sampling, a sample of 100 respondents was obtained. Data were collected through an online questionnaire and analyzed with multiple linear regression in IBM SPSS Statistics version 26. The results show that e-WOM, halal awareness, halal knowledge, and halal label each have a positive and statistically significant effect on purchase decisions. These findings suggest that MSME owners should strengthen their digital word-of-mouth efforts, improve customers’ understanding and awareness of halal products, and display a visible halal label to encourage purchases.]]>
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