Dinamika konsumsi halal di masyarakat urban Indonesia menghadirkan tantangan bagi konsumen Muslim dalam mengevaluasi informasi kehalalan restoran di era digital. Kajian bertujuan menganalisis pengaruh literasi produk halal, literasi sertifikasi halal, literasi keuangan, dan literasi digital terhadap keputusan pembelian konsumen Muslim pada restoran di Surabaya dengan Central Route Processing sebagai variabel mediasi menggunakan Elaboration Likelihood Model (ELM). Pendekatan kuantitatif dengan rancangan explanatory research melibatkan konsumen Muslim Generasi Z dan milenial di Surabaya melalui teknik purposive sampling, dianalisis menggunakan SEM-PLS. Temuan menunjukkan Literasi Keuangan dan Literasi Digital berpengaruh positif signifikan terhadap Central Route Processing, sementara Literasi Produk Halal dan Literasi Sertifikasi Halal tidak berpengaruh signifikan. Central Route Processing memiliki pengaruh kuat terhadap Keputusan Pembelian dan memediasi parsial pengaruh Literasi Keuangan dan Literasi Digital. Model memiliki kemampuan prediktif kuat dalam menjelaskan variasi variabel endogen. Secara teoretis, hasil memperluas aplikasi ELM dalam pemasaran halal dengan membuktikan Literasi Digital dan Keuangan lebih dominan mendorong pemrosesan informasi mendalam dibandingkan pengetahuan produk dan sertifikasi halal. Kontribusi orisinal terletak pada integrasi empat dimensi literasi dalam model ELM komprehensif, dengan implikasi bagi pelaku usaha menyediakan informasi substantif, lembaga sertifikasi merancang program literasi berbasis keterampilan evaluasi kritis, dan pemerintah merumuskan kebijakan penguatan literasi digital dan keuangan terpadu guna memberdayakan konsumen Muslim di era digital.

The dynamics of halal consumption in urban Indonesian society present challenges for Muslim consumers in evaluating halal information at restaurants in the digital era. This study aims to analyze the influence of halal product literacy, halal certification literacy, financial literacy, and digital literacy on Muslim consumer purchasing decisions at restaurants in Surabaya, with Central Route Processing as a mediating variable using the Elaboration Likelihood Model (ELM). A quantitative approach with explanatory research design involved Generation Z and Millennial Muslim consumers in Surabaya through purposive sampling, analyzed using SEM-PLS. The findings reveal that Financial Literacy and Digital Literacy have a positive and significant effect on Central Route Processing, while Halal Product Literacy and Halal Certification Literacy show no significant effect. Central Route Processing has a strong effect on Purchase Decisions and partially mediates the influence of Financial Literacy and Digital Literacy. The model demonstrates strong predictive power in explaining variations in endogenous variables. Theoretically, the results extend the application of ELM in halal marketing by proving that Digital and Financial Literacy are more dominant in driving in-depth information processing compared to knowledge about products and halal certification. The original contribution lies in the integration of four literacy dimensions in a comprehensive ELM model, with practical implications for business actors to provide substantive information, certification institutions to design literacy programs based on critical evaluation skills, and the government to formulate integrated digital and financial literacy strengthening policies to empower Muslim consumers in the digital era.