<![CDATA[The aim of this research is to analyze the influence of the Korean Wave phenomenon and online reviews on interest in purchasing halal Korean industry products among Gen Z Muslims in Jambi City. Data analysis uses multiple linear regression. The research results show that the Fcount value is 95.183, where this value is greater than Ftable = 2.70 (Fcount> Ftable). Furthermore, the results of the partial test show that the Korean Wave phenomenon has a significance value of 0.044 (P<0.05), so that the Korean Wave phenomenon has no effect on buying interest. Meanwhile, online reviews have a significance value of 0.000 (0<0.05). This means that reviews have a real influence on interest in buying halal industrial Korean products among gen Z Muslims in Jambi City. The coefficient of determination (R2) as seen from the Adjusted R Square value is 0.655 or 65.5%. This means that 65.5% of interest in buying halal industrial Korean products among Gen Z Muslims in Jambi City is influenced by the Korean Wave phenomenon and online reviews.]]>
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