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BIREV: Business and Investment Review Jurnal manajemen dan ekonomi terbaik
Articles
DOI: 10.61292/birev.v1i5.49
Published: 2023-10-19

The Effect of Halal Assurance, Product Quality and Social Media Reviews on Attitudes and Interest in Buying Food for Muslim Consumers in Yogyakarta Restaurants

Fakultas Bisnis dan Ekonomi Universitas Islam Indonesia Yogyakarta
Faculty of Business and Economics, Universitas Islam Indonesia Yogyakarta
Halal guarantee Product Quality Social Media Reviews Purchase Intention

Abstract

This study aims to analyze and explain the influence of halal guarantees, product quality, and social media reviews on attitudes and food purchase intention for Muslim consumers at restaurants in the Yogyakarta area. This study uses primary data using convenience sampling techniques with samples obtained from 200 Muslim consumer respondents. This study uses the Structural Equation Modeling (SEM) analysis method with data processing using the SmartPLS version 3.0 program. The results of this study show that halal guarantees, product quality, and social media reviews have a positive and significant effect on Muslim consumers' purchase intention. The consumer attitudes that are influenced by halal guarantees, product quality, and social media reviews show positive and significant results. Furthermore, consumer attitudes also show a positive and significant influence on purchase intention.

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How to Cite

Cahyani, A. S., & Sumadi. (2023). The Effect of Halal Assurance, Product Quality and Social Media Reviews on Attitudes and Interest in Buying Food for Muslim Consumers in Yogyakarta Restaurants . Business and Investment Review, 1(5), 69–82. https://doi.org/10.61292/birev.v1i5.49