PENGARUH HALAL AWARENESS, K-CONTENT CREATOR DAN SERVICESCAPE TERHADAP PREFERENSI KONSUMEN PADA KOREAN MINIMARKET: Studi Kasus di K3mart Tangerang

Novita Sari Dewi (Politeknik Negeri Jakarta)
Nining Latianingsih (Politeknik Negeri Jakarta)
Ratri Kurniasari (Politeknik Negeri Jakarta)
Ridwan Roy Tutupoho (Politeknik Negeri Jakarta)

Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025

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.