Pengaruh Religiusitas, Label Halal, dan Alasan Kesehatan terhadap Keputusan Membeli Produk Makanan Instan Korea

Abstract

This study aims to determine the effect of religiosity, halal label, and health reasons on the decision to buy Korean instant food products. The dependent variable in the study is the purchase decision, while the independent variables are religiosity, halal label and health reasons. The data in this study were collected through questionnaires distributed to consumers who had bought and consumed Korean instant food products in Cibinong. The research method used is quantitative. The population in this study are Korean instant food product consumers, with the data collected amounting to 80 respondents. The data analysis tool used in this study uses Structural Equation Modeling (SEM) with theapproach Partial Least Square (PLS). The results of this study indicate that there is a positive and significant influence of the religiosity variable on the decision to buy Korean instant food products, while the halal label variable has a positive but not significant effect on purchasing decisions and the health reason variable has a negative and insignificant effect on the decision to buy instant food products Korea.