The Factors affecting the purchasing decision of the Millenial Muslim Generation

A review of personality destination, brand attractiveness, and brand awareness

  • Yuniati Fransisca Universitas Nurtanio Bandung
  • Albert Kurniawan Purnomo Universitas Nurtanio
Keywords: Indonesian Halal Tourism


The purpose of the study is to find out the factors that influence  the purchasing decision of millenial Muslim generation toward the halal tourism products of Lombok based on the destination personality, brand attractiveness, and brand awareness. Lombok is the only region in Indonesia that has received the most awards in three categories of twelve categories received by Indonesia at the award ceremony of the World Halal Tourism 2016 in Abu Dhabi, Uni Emirat Arab, as The Wolrd’s Best Halal Beach Resort, The World’s Best Halal Tourism Website, and The World’s Best Halal Honeymoon Destination. Data analysis of the study uses SEM WarPLS 6.0. the research findings show Brand Awareness is the only variable of halal tourism concept that does not influence the purchasing decision toward the halal tourism product of Lombok by millenial Muslim generation. The result of the study is expected to be an additional reference for the effort to develop the halal tourism in Indonesia.

Keywords: Millenial Muslim Generation


Battour, M., Ismail, M.N., & Battor, M. (2010). The Impact of Destination Attributes on Muslim Tourist’s Choice. International Journal of Tourism Research. Retrieved from's_Choice

Bakar, A. B., Tan, E., & Lim, T. (2018). Halalfying Travel: Reaching The Muslim Millenial Travelers. Conference Paper. Retrieved from

Bolser, K. & Gosciej, R. (2015). Millenials: Multi-Generational Leaders Staying Connected. Journal of Practical Consulting. Vol: 5 (2): 1-9. Retrieved from

Erislan, 2016. Tourist Attraction and The Uniqueness of Resources on Tourist Destination in West Java, Indonesia. Review of Integrative Business and Ecconomcs Research. Vol: 5(1): 252. Retrieved from

Firdausi, I., Marantika, S., Firdaus, Z., N., Sajidah, R. (2017). Lombok: Halal Tourism as a New Indonesia Tourism Strategy. Conference Paper. Retrieved from

Fransisca, Y. & Kurniawan, A. (2018). Stimulasi Keputusan Pembelian Produk Wisata Halal pada Konsumen Wisatawan Domestik dengan Menggunakan Model Komunikasi Pemasaran AIDA: Sebuah Tinjauan Pustaka. The NationalConferences Management and Business Prosiding (ISSN: 2621-1572): Pemberdayaan dan Penguatan Daya Saing Business dalam Era Digital. 5 Mei 2018 (pp. 339-345). Surakarta, Jawa Tengah: FEB UMS.

Hurriyati, R., & Setiawan, R. (2016). Destination Personality Analysis on Brand Attractiveness, Brand Awareness, and It’s Impact on Brand Loyalty: A Survey Research in Indonesia. WSEAS Transaction on Business and Economics. Retrieved from

Jaelani, Aan. (2017). Halal Tourism Industry in Indonesia: Potential and Prospects. International Review of Management and Marketing. Vol: 7(3): 25-34. Retrieved from

Jogiyanto & Abdillah, Willy. 2009. Konsep dan Aplikasi Partial Least Square untuk Penelitian Empiris. Yogyakarta: Penerbit BPFE.

Karam, A.A., & Saydam, S. (2015). An Analysis Study of Improving Brand Awareness and Its Impact on Consumer Behavior Via Media in North Cyprus (A Case Study of Fast Food Resttaurant). International Journalof Business of Business and Social Science. Vol. 6 (1): 66-80. Retrieved from

Kamaludin, L. M., & Ismail, H. N. (2016). Muslim Tourism: The Tendency of Islamic Travelling Attributes from Malaysia Perspetive. Conference Paper. Retrieved from

Moreno, et. al. (2017). The Characterization of the Millenials and Their Buying Behavior. International Journal of Marketing Studies. Vol. 9(5): 135-144.

Sekaran, Uma. 2013. Reseach Methods for Bussiness. Metode Penelitian untuk Bisnis. Edisi 4. Jakarta: Penerbit Salemba Empat.

How to Cite
Fransisca, Y., & Purnomo, A. (2019). The Factors affecting the purchasing decision of the Millenial Muslim Generation. Journal Management, Business, and Accounting, 18(2), 1-20.
Abstract viewed = 232 times
1 : 354 times