Determinan Minat Konsumsi dengan Penguatan Sertifikat Halal

Abstract

This research aims to determine the influence of service quality, brand liking, subjective norms on consumption interest with halal certificates as a moderating variable at de' sushi in Makassar, where the sample in this study is de' sushi consumers. The research method used is a quantitative method with a causality approach. Based on the research results that have been obtained, the first hypothesis is rejected, where service quality does not have a positive and significant effect on interest in consuming de sushi. The second hypothesis is accepted, where brand liking has a positive and significant effect on consumption interest at de sushi. The third hypothesis is accepted, where subjective norms have a positive and significant effect on consumption interest in de sushi. The fourth hypothesis is accepted, where halal certification moderates service quality on consumption interest at De Sushi. The fifth hypothesis is rejected, where the halal certificate does not moderate brand liking on consumption interest. And the sixth hypothesis is accepted, where halal certificates moderate subjective norms on consumption interest at de sushi in Makassar.