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Pengaruh Fomo, Halal, Awarenes, Halal Label, Dan Store Atmosphere Terhadap Purchase Decision Pada Restoran Oriental

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"Objective : This study aims to analyze the effect of Fear of Missing
Out (FoMO), Halal Awareness, Halal Label, and Store
Atmosphere on purchasing decisions at oriental
restaurants in the Jabodetabek area.
Methods : The method used in this study was quantitative descriptive
with data analysis using Structural Equation Modeling
Partial Least Square (PLS-SEM) technique using
SmartPLS application. The object of this study was the
Jabodetabek community who had visited Oriental
Restaurant.
Results/Findings : The results of the analysis show that FoMO has a positive
and significant influence on purchasing decisions.
Conversely, Halal Awareness and Halal Label show no
significant influence on purchasing decisions. Although
consumers are aware of the importance of halal, its
influence on purchasing decisions is not significant enough.
Meanwhile, Store Atmosphere also has a positive and
significant effect on purchasing decisions. These findings
suggest that while halal awareness and halal labels are
important, restaurant atmosphere elements and the FoMO
phenomenon are more dominant in influencing consumer
decisions. This research provides insights for restaurant
owners in designing effective marketing strategies to attract
more customers."

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Availability

Detail Information

Series Title

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Call Number

REF 658.8342 ELI p

Publisher

: .,

Collation

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Language

Indonesia

ISBN/ISSN

NIM.2110101169

Classification

658.8342

Content Type

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Media Type

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Carrier Type

-

Edition

-

Subject(s)

FoMo
Purchase Decision
Store Atmosphere
Halal Awareness
Halal Label
Oriental Restaurant

Specific Detail Info

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Statement of Responsibility

Try Ayuni Elita

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