Pengaruh Word Of Mouth, Label Halal, Dan Religiusitas Terhadap Minat Beli Produk Makanan Pedas (Studi Kasus Pada Usaha Mie Biting Super Hot di Jabung Malang)

Abstract

Abstract

This study examines the influence of Word Of Mouth (WOM), Halal Label, and Religiosity on purchase intention toward spicy food products at UMKM Mie Biting superhot in Malang Regency. A quantitative approach was employed using explanatory research through questionnaires distributed to 84 consumers. Data were analyzed using multiple linear regression with IBM SPSS Statistics. The results indicate that Word Of Mouth, Halal Label, and Religiosity simultaneously have a significant effect on purchase intention. Partially, Word Of Mouth has a positive and significant influence on purchase intention, while Halal Label and Religiosity do not show significant effects. These findings suggest that consumer recommendations and positive communication are more influential in encouraging purchase intention than halal certification and consumers' level of religiosity. The study provides practical insights for business owners to strengthen Word Of Mouth marketing strategies while maintaining halal certification and product quality to enhance consumer trust.

Keywords: Word Of Mouth (WOM), Halal Label, Religiosity, Purchase Intention.