PENGARUH LABEL HALAL, RELIGIOSITAS, DAN KEY OPINION LEADER (KOL) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN RESTORAN KOREA DI JABODETABEK

Sekar Shabrina Purnomo, . (2025) PENGARUH LABEL HALAL, RELIGIOSITAS, DAN KEY OPINION LEADER (KOL) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN RESTORAN KOREA DI JABODETABEK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

South Korean culture has a significant influence in several countries, including Indonesia, as reflected in the growing popularity of South Korean cuisine among the public. Based on data, the popularity of South Korean food in Indonesia reached 58.3% in 2023. However, the Top Brand Index data indicates that, apart from Mujigae Resto, other Korean restaurants have low awareness levels from 2021 to 2024. The potential of key opinion leaders (KOL) to enhance consumer attention and engagement on social media has not been fully utilized. This study aims to analyze the influence of halal certification, religiosity, and key opinion leaders on consumers' purchasing decisions for Korean restaurants in the Jabodetabek area. The research employs a quantitative method with descriptive data analysis using Partial Least Square (PLS) through the SmartPLS 4.0 software and involves 100 Muslim respondents residing in Jabodetabek. The findings of this study indicate that halal certification, religiosity, and key opinion leaders significantly influence consumers' purchasing decisions for Korean restaurants. The implication of the research is that producers should pay greater attention to the importance of halal certification and optimize KOL strategies to enhance consumer purchasing decisions.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 2110116045] [Pembimbing: Lili Puspita Sari] [Penguji 1: Ade Nur Rohim] [Penguji 2: Tati Handayani]
Uncontrolled Keywords:	Purchase Decision, Key Opinion Leader, Halal Label, Religiosity
Subjects:	B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1)
Depositing User:	SEKAR SHABRINA PURNOMO
Date Deposited:	08 Mar 2025 12:34
Last Modified:	08 Mar 2025 12:34
URI:	http://repository.upnvj.ac.id/id/eprint/35008

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