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All Journal Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Novita Sari Dewi
Politeknik Negeri Jakarta

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PENGARUH HALAL AWARENESS, K-CONTENT CREATOR DAN SERVICESCAPE TERHADAP PREFERENSI KONSUMEN PADA KOREAN MINIMARKET: Studi Kasus di K3mart Tangerang Novita Sari Dewi; Nining Latianingsih; Ratri Kurniasari; Ridwan Roy Tutupoho
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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Abstract

This study investigates the influence of Halal Awareness, K-Content Creator, and Servicescape on Consumer Preference in Korean Minimarkets, with a case study at K3mart Tangerang. Using a quantitative approach, data was collected from 160 respondents who have visited K3mart, through structured questionnaires. Analysis was conducted using Partial Least Square Structural Equation Modeling (PLS-SEM) with SmartPLS 4. Results show that Halal Awareness and Servicescape have a significant positive effect on consumer preference, while K-Content Creator has no significant effect. The findings highlight the importance of halal certification and physical store environment in shaping the preference of Muslim consumers. The model explains 53.4% of the variance in consumer preferences. Recommendations include transparent halal information, careful selection of influencers, and store environment enhancement.
Co-Authors Kurniasari, Ratri Nining Latianingsih Ridwan Roy Tutupoho