Pengaruh Country of Origin dan Label Halal Terhadap Minat Beli Ulang Konsumen Muslim Pada Produk Mi Instan Impor Merek Samyang (Studi Pada Konsumen Muslim Mi Samyang di Kota Medan)

Abstract

The dominance of local products has made the instant noodle industry in Indonesia increasingly competitive. This encourages imported products such as Samyang noodles to continue to innovate in attracting consumer interest. The presence of Samyang noodles in Indonesia has attracted the attention of various groups, one of which is Muslim consumers. As an imported product from South Korea, the country of origin and halal label on the packaging are important factors that can influence repurchase intention. The purpose of this study was to analyze how the country of origin and halal label variables influence Muslim consumers repurchase intention in imported Samyang noodle products in Medan City. The influence between the country of origin and halal label variables was analyzed partially using the T test. Simultaneous testing was analyzed using the F test. The form of research used was quantitative research with an associative approach. The number of samples used was 96 respondents and sampling used a purposive sampling technique. Primary data in this study were obtained by distributing questionnaires directly and in the form of gforms to respondents, while primary data were obtained from literature studies in the form of books, journal articles, and theses. Data analysis methods used in this study include validity tests, reliability tests, classical assumption tests, multiple linear regression tests, and hypothesis tests. Based on the research results, it is shown that the variables of country of origin (X1) and halal label (X2) have both partial and simultaneous effects on Muslim consumers' repurchase intention. The coefficient of determination test shows a moderately strong relationship between the variables country of origin and halal label with repurchase intention, with an R value of 0.653. Based on the adjusted R square value, it is found that the country of origin and halal label variables contribute 39.1% to the repurchase intention of Muslim consumers, while the remaining 60.9% is influenced by other variables not discussed in this study