The effect of tiktok influencer credibility, customer's halal awareness, and perceived trust on purchase intention of Korean Halal food
Total View This Week0
Total View This Week0
Institusion
Sekolah Tinggi Manajemen Ipmi
Author
Hamdani, Ahmad Fauzi
Subject
H Social Sciences (General)
Datestamp
2023-11-30 09:10:16
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.
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.
Download
book
BibTex
Latex, Jabref
cloud_download
Original Resource
url resource Institution
