THE PURCHASE INTENTION OF KOREAN NOODLES IN THE MILLENNIAL MOSLEM

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)