Millennial Generation’s Enthusiasm for Korean Food Labeled Halal

Abstract

 The phenomenon of success through the Korean Wave has had an impact on products consumed by celebrities from Korean bands, one of which is K-food or typical food from South Korea. This research aims to find out how the Halal Label, Brand Equity and Service Quality influence the Purchasing Decisions of Korean Restaurant Consumers in South Tangerang. The data analysis used in this research is a quantitative method and the research sample consists of Korean restaurant consumers in South Tangerang with a total of 100 respondents. This research method uses multiple linear regression using SPSS version 26. The independent variables in this research are the halal label (X1), brand equity (X2) and service quality (X3) while the dependent variable in this research is the purchasing decision (Y). The research results show that each independent variable has a positive and significant effect on the dependent variable in the millennial generation who buy Korean food labelled Halal.