Pengaruh Product Ingredients dan Halal Certification terhadap Minat Beli Produk Mie Udon di Kota Medan (Studi pada Konsumen Produk Mie Udon di Kota Medan)

Abstract

In the era of culinary globalization, udon noodles have become one of the Japanese dishes increasingly popular in Indonesia, including in Medan City. Udon is not only available in large restaurants such as Marugame Udon but also in instant packaged products widely found in minimarkets and supermarkets. This phenomenon reflects the growing consumer interest in udon, while also raising questions regarding the factors influencing the purchase intention of Muslim consumers, particularly related to product ingredients and halal certification. This study aims to examine and analyze the influence of product ingredients on consumers’ purchase intention of udon noodles in Medan, the influence of halal certification on consumers’ purchase intention of udon noodles in Medan, as well as the simultaneous influence of both variables. The research focuses on understanding how consumers consider ingredient clarity and halal legality before making purchasing decisions. The research method used is a quantitative approach with an associative research type. Data were collected through questionnaires distributed to 100 Muslim respondents in Medan who had consumed udon noodles, either at restaurants or through instant packaged products. The data analysis techniques included validity and reliability tests, multiple linear regression, t-test, F-test, and coefficient of determination, processed using SPSS. The results indicate that both product ingredients and halal certification have a positive and significant effect on purchase intention. Partially, product ingredients were found to have a more dominant influence compared to halal certification. Simultaneously, these two variables affect purchase intention by 68%, while the remaining 32% is influenced by other factors outside the research model. Thus, it can be concluded that the clarity of product ingredients and halal certification are key determinants in driving Muslim consumers’ purchase intention toward udon noodles in Medan.