Halal Korean Cuisine: Understanding The Drivers Of Purchase Intention Among Indonesian Muslims

Nadia Firza Faradina (Universitas Islam Indonesian Yogyakarta, Indonesia)
Setia Ningsih (Universitas Negeri Gorontalo, Indonesia)

Jeksyah
Vol. 3 No. 01 (2023): May 2023 Edition

The purpose of this study is to better understand the reasons that motivate Indonesian Muslims to buy Korean food that has received MUI Halal certification. This study used a purposive sampling methodology with the following criteria: Muslims in Indonesia who are familiar with Korean cuisine and who have obtained MUI Halal certification. 190 people participated in this study, and the PLS-SEM method was used to process the data. Knowledge about Halal cuisine, attitudes, religion, and buying intentions are the factors used in this study. The findings of this study suggest that religiosity and understanding of halal cuisine have a positive and significant impact on sentiments about Korean food that has received MUI Halal certification. Awareness of halal food and attitudes toward it have a positive and considerable impact on consumers' intentions to purchase Korean food that has received MUI Halal certification. The intention to purchase Korean cuisine that has received MUI Halal certification, however, was found to be unaffected by religion.The findings of this study are anticipated to assist Korean food businesses in creating features that will improve Muslim consumers' inclinations to buy Korean food that has received MUI Halal certification.