The effect of tiktok influencer credibility, customer's halal awareness, and perceived trust on purchase intention of Korean Halal food

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Hamdani, Ahmad Fauzi (2023) The effect of tiktok influencer credibility, customer's halal awareness, and perceived trust on purchase intention of Korean Halal food. Undergraduate thesis, Sekolah Tinggi Manajemen Ipmi.

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Abstract

Phenomena majority of Tiktok influencer review Korean food based on their taste and price, while very limited influencer that review the product from Halal perspective, this study aims to investigate the influence of Tiktok influencer credibility and customer's halal awareness on Korean food purchase intention mediated by perceived trust. This study used a quantitative research method by collecting data through 106 questionnaire and analyses data with SEM-PLS (structural equation modeling-partial least square). The results provide important insights into consumer behavior in the context of Korean food products. First, Tiktok influencer credibility emerges as an important and significant to driver of purchase intention. When influencer are perceived as credible sources of information, consumers are more likely to consider purchasing Korean food items. Second, customer halal awareness is positively associated with purchase intention. Consumer's willingness to purchase increase as they learn more about the Halal status of these products. Finally, perceived trust is important in shaping purchase intention. Consumers who believe Korean food products are trustworthy are more likely to be willing to make a purchase.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 30 Nov 2023 09:10
Last Modified: 30 Nov 2023 09:10
URI: http://repository.ipmi.ac.id/id/eprint/2275

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