Mulia, Rohma Dita (2024) THE INFLUENCE OF HALAL AWARENESS AND KOREAN WAVE ON PURCHASE DECISION KKV GOODS WITH MASLAHAH AS A VARIABLE INTERVENING: STUDY OF MUSLIM LATE ADOLESCENTS IN SOLO CITY. S1 Undergraduate thesis, Universitas Darussalam Gontor.

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Abstract

Korean Wave is a popular culture originating from South Korea. The presence of the Korean Wave phenomenon has increased the Korean trend, with the presence of KKV as a shop that provides complete Korean products making a big change to halal awareness and consumer purchasing decisions in buying Korean products. This study aims to determine the effect of Halal Awareness and Korean Wave on the Decision to Purchase KKV Goods through Maslahah either directly or indirectly. The method used in this research is quantitative with path coefficient analysis technique. This research uses a questionnaire (google form) and through direct observation on the spot, and data analysis using SmartPLS 4 software calculation tools with the PLS-SEM method. While the target is Muslim late adolescents in Solo city. Sampling technique using Simple Random Sampling. The sample used was 100 respondents. The results showed: (1) Halal Awareness has a negative and significant effect on Purchasing Decisions, as evidenced by the parameter coefficient values of -0.326 and p-values of 0.000 <0.05, (2) Halal Awareness has a negative and significant effect on Maslahah, as evidenced by the parameter coefficient value of -0.288 and p-values of 0, 000 < 0.05, (3) Korean Wave has a positive and significant effect on Purchasing Decisions, as evidenced by the parameter coefficient value of 0.400 and p-values of 0.000 < 0.05, (4) Korean Wave has a negative and significant effect on Maslahah, as evidenced by the parameter coefficient value of -0, 208 and p-values of 0.009 <0.05, (5) Maslahah has a negative and significant effect on Purchasing Decisions, as evidenced by the parameter coefficient value of -0.287 and p-values of 0.001 <0.05, (6) Halal Awareness has a positive and significant effect on Purchasing Decisions through Maslahah, as evidenced by the total effect value between direct effects and indirect effects of -0.326 < -0.408 or -40.8%, (7) The Korean Wave has a positive and significant effect on Purchasing Decisions through Maslahah, as evidenced by the total effect value between direct effects and indirect effects of 0.400 < 0.459. The suggestion from this research is that further researchers can further develop this research by using other variables to increase academic references.

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