Digital Payment, E-Commerce, and Social Media Effects on Halal Culinary Purchase Decisions: Evidence from Yogyakarta, Indonesia

The concept of halal in Islam refers to products and practices that are permissible under Islamic law, encompassing not only ingredients but also production and transaction processes. In the digital era, consumer purchase decisions—particularly in the halal culinary sector—are increasingly influenced by digital platforms. This study examines the effects of e-payment, e-commerce, and social media on halal culinary purchase decisions, using consumers of Dimsum Narawi in Yogyakarta as a case study. A quantitative research approach was employed, utilizing primary data collected through an online questionnaire distributed via Google Forms. The study population consisted of consumers who had purchased Dimsum Narawi, with a sample of 200 respondents selected through purposive sampling based on the Lemeshow formula. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS version 3.0. The results indicate that e-payment and social media significantly influence halal culinary purchase decisions, while e-commerce does not show a significant effect. These findings contribute theoretically by extending the application of the Theory of Reasoned Action in the context of halal digital consumption, highlighting the role of perceived usefulness and behavioral intentions. Practically, this study provides insights for halal culinary entrepreneurs to strengthen digital marketing strategies by optimizing efficient e-payment systems and leveraging interactive social media engagement to enhance consumer purchase decisions.