HALAL TAG ANALYSIS AND BRAND AWARENESS AGAINST DESIRABILITY TO BUY IMPOR PRODUCT (SAMYANG) Diana Nabilatul Arifah
Islamic Economics Department, Faculty of Economics and Business, University of Airlangga
Abstract
World instant noodle industry today has grown very rapidly. Based on the World Instant Noodles Association (WINA) 2018. Samyang is one of the instant noodle import products that enter the Indonesian market and compete in the instant noodle industry competition. Samyang is still much in demand, although the price offered is higher than instant noodles in general. Public interest in Samyang brand through Samyang challenge video that is widely uploaded on social media. The high demand for Samyang raises the question of whether people still pay attention to the halalness of a product let alone the product is an imported product that comes from a non-Muslim country before making a purchase considering Indonesia is a country that has a majority of the population that converts to Islam or just from the brand awareness factor object in the overall research is a student. The student has had a basic pesantren which has knowledge or knowledge about religion and can automatically dissect between something haram and halal. The purpose of this research is to find out the influence of halal tag and brand awareness on Samyang purchase interest in students of the University of Darussalam Gontor Female Campus Mantingan. This research uses quantitative methods. Data collection techniques using questionnaires and observations. Respondents in this study numbered 100 respondents. Sampling techniques using non-probability sampling method with purposive sampling technique. Data analysis using multiple linear regression. The results of the analysis F test results showed that together the variables of a halal tag and brand awareness have a positive and significant effect on purchasing decisions. . however, the effect of brand awareness is greater than the effect of the halal label. this indicates that the awareness of Muslims in considering halal labels in choosing products is smaller. Therefore, as Muslims, we have to build more awareness of the halalness of a product before buying it
