Pengaruh Citra Merek, Kepercayaan Merek dan Persepsi Labelisasi Halal terhadap Minat Beli Korean Food (Studi kasus Konsumen Gildak di Jakarta Timur)

Asmaul Husna, . (2022) Pengaruh Citra Merek, Kepercayaan Merek dan Persepsi Labelisasi Halal terhadap Minat Beli Korean Food (Studi kasus Konsumen Gildak di Jakarta Timur). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The development of technology and also information due to globalization has caused enthusiasm from the community as the main factor in the emergence of a Korean Wave in Indonesia, one of which is Korean food. Korean food Gildak Kroket is a hawker business that uses the concept of Korean-style snacks so that many Korean food products enter the Indonesian market, which is caused by the high interest in Korean food. So that the brand image, brand trust, and the perception of halal labeling are considered as determining factors for consumers in generating buying interest, because the competition in the culinary business is getting higher. So the purpose of this study is to find out and prove whether brand image, brand trust, and perception of halal labeling affect buying interest. Using 100 samples of consumers who like food who are active in East Jakarta with purposive sampling method using PLS (Partial Least Square). The results of this research on the variables of brand image, brand trust, and perception of halal labeling have a significant positive effect on buying interest in Gildak Korean food. The limitation of this research is the limited number of respondents due to using a student license

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil : 1810111067] [Pembimbing : Lina Aryani, SE.,MM] [Penguji 1 : Diana Triwardhani, SE., MM., CPM] [Penguji 2 : Dr.Alfatih Sikki Manggabarani, SE., M.Si]
Uncontrolled Keywords: Brand image, brand trust, perception of halal labeling and buying interest
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Asmaul Husna
Date Deposited: 22 Jul 2022 07:07
Last Modified: 22 Jul 2022 07:07
URI: http://repository.upnvj.ac.id/id/eprint/18883

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