The Effect of Halal Logo and Social Media on Consumers Intention to Purchase Korean Food in Malaysia Riayati Ahmad, Anis Syahida Abd Khader Talib
Faculty of Economics and Management
Universiti Kebangsaan Malaysia
Abstract
This study aims to identify the impact of halal logos and social media on consumers^ intentions to buy at Korean food premises in Malaysia. Using the extended theory of planned behavior, the study focuses on consumer behaviour based on 180 responses collected in Malaysia. The data was collected through a questionnaire consisting of six constructs. The data was analysed using a multiple linear regression analysis. The results show that only the attitude factor had a significant relationship with purchase intention, while other factors such as subjective norms, behavioral control, the halal logo, and social media did not show a significant effect. This study contributes to helping marketers and entrepreneurs involved in the Korean food market formulate more strategies for attracting Muslim consumers towards Korean food, as well as helping to further revitalise Malaysia^s halal food industry and make Malaysia a country rich with multi-international halal cuisines.
