Dr. H. Samsul Arifin, S.E., M.M., 0619077401 and Dr. Mohamad Rifqy Roosdhani, S.T., M.M., 0625057201 and Dr. Hj. Nurul Komariyatin, S.E., M.Si., 0615107001 and Dr. Ali, S.E., M.M., 0604106902 and Nurul Huda, S.E., M.M., 0611037501 (2024) THE PURCHASE INTENTION OF KOREAN NOODLES IN THE MILLENNIAL MOSLEM. 3rd International Conference on Business and Social Sciences, 3 (1): 1. pp. 530-539. ISSN 2746-5667
![[thumbnail of 414-Article Text-714-1-10-20240116.pdf]](https://eprints.unisnu.ac.id/style/images/fileicons/text.png)
414-Article Text-714-1-10-20240116.pdf
Download (833kB)
Abstract
The purpose of this study was to determine and test the effect of religiosity (X1), halal label (X2), and halal marketing (X3) on the purchase intention (Y) of Korean spicy chicken cup noodles in the Muslim millennial generation (studies in communities in Jepara Regency). This research is a type of quantitative research. In this study, the population was all active students at Unisnu Jepara, namely 2,102 students. Using the Slovin formula, we obtained 95 respondents. The sampling technique used is accidental sampling. Data was collected using a questionnaire that had been tested for validity and reliability. The data analysis technique used was multiple linear regression using SPSS version 25 software. The results showed: (1) Religiosity has a positive but not significant effect on purchase intention (b1 = 0.722; sig = 0472); (2) Halal Label has a positive and significant effect on purchase intention (b2=2.554; sig=0.012); (3) Halal Marketing has a positive and significant effect on purchase intention (b3 = 2.117; sig = 0.029)
Item Type: | Article |
---|---|
Uncontrolled Keywords: | Religiosity, Halal Label, Halal Marketing, Muslim Millennial Generation, Purchase Intention |
Subjects: | 600 Teknologi dan Ilmu-ilmu Terapan > 650 Manajemen Bisnis > 658 Manajemen Umum > 658.81 Manajemen Pemasaran |
Divisions: | UNISNUPedia > Artikel Jurnal |
Depositing User: | UPT Perpustakaan UNISNU Jepara |
Date Deposited: | 21 Feb 2024 08:37 |
Last Modified: | 21 Feb 2024 08:38 |
URI: | https://eprints.unisnu.ac.id/id/eprint/5753 |