Electronic Resource

Determinats Of Millenials' K-Food Demand In Jabodetabek Does Halal Matter

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Hallyu or Korean wave is Korean culture that is widespread in the world with
various promotions through films, music, variety, etc. in the 1990s, one of
which has become a trend is Korean food which is very popular because of its
taste and Indonesian people have started to participate in producing Korean
food. . The purpose of this study was to determine the determinants of Muslim
millennial consumption behavior on the intention to buy Korean food. Halal
Awareness, Halal Certificate, Attitude, Subjective Norm, Celebrity Endorser
And Purchase Intention. This study uses the Theory of Planned Behavior to
explain consumption behavior during this pandemic. 144 respondents were
selected using purposive sampling technique. The data were analyzed using
the Structural Equation Modeling-Partial Least Square (SEM-PLS) method.
The results showed that subjective norms and celebrity endorsers had a
significant effect on the behavior of buying Korean food products

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Availability

Detail Information

Series Title

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Call Number

REF 297.5732 FAT d

Publisher

Bogor : IAI Tazkia., 2021

Collation

ES

Language

English

ISBN/ISSN

NIM.17103008

Classification

297.5732

Content Type

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Media Type

-

Carrier Type

-

Edition

-

Subject(s)

SEM
Celebrity Endorser
Tpb
Hallyu
Niat beli

Specific Detail Info

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Statement of Responsibility

Syara Nur Fatimah

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