The purpose of this research is to measure the effect of perceived behavior on purchasing behavior of halal food among consumers in Tangerang which is mediated by purchase intention and moderated by halal awareness. Data collection through online questionnaires was carried out by snowball sampling and the results of questionnaires were returned and valid as many as 300 respondents. Data processing using SEM method with SmartPLS 3.0 software. The results of this study indicate that attitudes, subjective norms and perceptions of behavior control have a significant effect on purchase intention. Meanwhile, purchase intention has a significant effect on the purchasing behavior of working consumers, and halal awareness moderates the effect of purchase intention on purchasing behavior.

Coffee shops have now evolved into an integral part of the modern lifestyle embraced by today's youth, especially by Generation Z. This study aims to understand the role of technology, specifically through Social Media Usage (SMU) and Electronic Word-Of Mouth (eWOM), and how trust as a mediator affects purchase intention and subsequently impacts customer loyalty. This study involved 282 respondents from diverse backgrounds. The sampling technique employed both snowballing and random sampling methods. For analysis, the Structural Equation Modeling (SEM) technique was utilized. In the study, several relationships were tested for their significance. The relationship between SMU and Trust was found to be significant. However, the relationship between eWOM and Trust was not significant. Trust significantly influenced Purchase Intention and Customer Loyalty. The direct relationship between Purchase Intention and Customer Loyalty was not significant. Moreover, the mediated relationships of SMU through Trust to Purchase Intention were significant, while the mediated relationship of eWOM through Trust to Purchase Intention was found to be non-significant. This investigation illuminates the distinct confluence of age-old values and contemporary digital interactions in sculpting consumer behavior within Indonesia. It accentuates the imperative for coffee shop enterprises to discern and synergize with these trends to guarantee enduring prosperity.