Abstract
The selection of halal and thoyyib foods is an obligation and a part of Muslim identity. The influence of foreign culture like the Korean Wave has impacted people's interest in Korean foods. Unfortunately, not all Korean foods are made with halal and thoyyib ingredients suitable for consumption by Muslims. The aim of this research is to understand how awareness of consuming halal and thoyyib foods affects the desire to purchase Korean cuisine among teenagers and adults. This quantitative study was conducted in East Java, focusing on 189 participants aged 12-30, both male and female, who are Muslims. Data was collected through Google Form questionnaires and analyzed using multiple linear regression. The results showed a positive significant influence of halal and thoyyib awareness on the interest in consuming Korean cuisine, with a regression coefficient significance value of 0.000 < 0.05. In conclusion, it was found that halal and thoyyib foods have a significant impact both individually and collectively on the interest in consuming Korean foods.
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