EXPLORATION OF BEHAVIOURAL MOTIVES IN CONSUMPTION OF 0% ALCOHOL DRINKS BY MUSLIM YOUTHS IN INDONESIA

This study aims to discover the motives behind several Muslim youths in Indonesia who consume 0% alcohol drinks from popular alcohol brands even though the drink is not halal certified. This phenomenological research describes a factual reality based on the informant's experience as a consumer of 0% alcohol drink. Data sources were obtained through direct and indirect interviews with 15 informants, namely Muslim youth who consume 0% alcohol with an age range of 15-25 years. The results of this study indicate that there are internal and external motives behind Muslim youths consuming 0% alcohol. Internal motives from within Muslim adolescents include curiosity and the desire to try as an alternative to drinking, as well as to relieve stress and to refresh themselves. Meanwhile, external motives or influences from outside the Muslim youth include invitations from peers and environmental influences. This research also identified that some perpetrators who drink 0% of alcoholic drinks made by popular alcohol brands have low awareness of the halal label. This study contributes to global research by revealing how Muslim youth in Indonesia, driven by curiosity and peer influence, consume 0% alcohol drinks despite the lack of halal certification. This study suggests increasing halal awareness among Muslim adolescents through education and encouraging the Indonesian Ulema Council to emphasize the importance of halal certification, particularly for 0% alcohol drinks, to guide informed consumer choices.