How the Promotional Strategies and Innovations of Korean Halal Products Featured in Korean Dramas Can Influence The Purchase Decisions and Consumer Interest

Ria Anggeraini*  -  Universitas Islam Negeri Raden Fatah Palembang, Indonesia
Heri Junaidi  -  Universitas Islam Negeri Raden Fatah Palembang, Indonesia
Chandra Zaki Maulana  -  Universitas Islam Negeri Raden Fatah Palembang, Indonesia

(*) Corresponding Author
This study aims to analyze the impact of promotion and innovation of Korean Halal Products in Korean dramas on purchasing decisions through consumer interest in Palembang City. The research method employed a quantitative approach with statistical analysis using SmartPLS 4. Primary data was collected from respondents in Palembang City. The analysis results indicate that promotion and innovation of Korean Halal Products in Korean dramas significantly influence purchasing decisions positively. Furthermore, promotion and innovation also significantly affect consumer interest in these products. These findings suggest that promotions and innovations through Korean drama media play a crucial role in enhancing purchasing decisions and consumer interest in Korean Halal Products in Palembang City. The conclusions from this study support the theory that promotion and innovation play a role in influencing consumer behavior regarding purchasing decisions and interest in halal products. The practical implications of this research can assist marketing practitioners in planning effective promotion strategies for marketing Korean Halal Products in the Indonesian market, particularly in Palembang City.

Keywords : Halal Product; Promotion; Innovation; Consumer Behavior

  1. Adelia, T., Devi, A., & Kartika, T. (2024). The Influence of Digital Marketing and Promotional Strategies in Shaping Brand Awareness on Consumer Purchasing Decisions: A Case in Indonesia. Islamic Finance and Technology, 2(1).
  2. Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Knowledge Management (Vol. 9, Issue 2, Pp. 59–74).
  3. Amri, S., & Prihandono, D. (2019). Influence lifestyle, consumer ethnocentrism, product quality on purchase decision through purchase intention. Management Analysis Journal, 8(1), 25-38.
  4. Batraga, A., Skiltere, D., Salkovska, J., Bormane, S., & Legzdina, A. (2019). Influence of integrated marketing communication tools upon consumers’ buying decisions in the context of sustainability.
  5. Fatwa Majelis Ulama Indonesia. (2013).
  6. Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, And Behavior: An Introduction to Theory and Research, Reading. Ma: Addison.Wesley.
  7. Hidayah, U. M., Yaskun, M., & Edie, I. T. (2023). THE EFFECT OF PRODUCT QUALITY, PRODUCTINNOVATION, AND PROMOTIONAL STRATEGIES ON CONSUMER PURCHASE INTEREST IN EMDE CAKE BUSINESS OF LEMAHBANG SARIREJO LAMONGAN. Jurnal Scientia, 12(01), 962-967.
  8. Hidayat, A., Wijaya, T., Ishak, A., & Endi Catyanadika, P. (2021). Consumer trust as the antecedent of online consumer purchase decision. Information, 12(4), 145.
  9. Iqbal, M., Ma, J., Ahmad, N., Hussain, K., & Usmani, M. S. (2021). Promoting sustainable construction through energy-efficient technologies: an analysis of promotional strategies using interpretive structural modeling. International Journal of Environmental Science and Technology, 1-24.
  10. Jha, P. C., Aggarwal, S., Gupta, A., Kumar, U. D., & Govindan, K. (2014). Innovation diffusion model for a product incorporating segment-specific strategy and the spectrum effect of promotion. Journal of Statistics and Management Systems, 17(2), 165-182.
  11. Kholik, A., Maulida, S., Suganda, A. D., Hanika, I. M., Ismainar, H., Muniarty, P., ... & Nurhayati, N. (2020). PRILAKU KONSUMEN (RUANG LINGKUP DAN KONSEP DASAR).
  12. Kiran, V., Majumdar, M., & Kishore, K. (2012). Innovation in in-store promotions: effects on consumer purchase decision. European Journal of Business and Management, 4(9).
  13. Momin, B., Neri, A., McCausland, K., Duke, J., Hansen, H., Kahende, J., ... & Stewart, S. L. (2014). Traditional and innovative promotional strategies of tobacco cessation services: a review of the literature. Journal of community health, 39, 800-809.
  14. Panwar, U. S. (Ed.). (2016). Handbook of research on promotional strategies and consumer influence in the service sector. IGI Global.
  15. Putro, H. S., dkk. (2023). Membangun Industri Halal Dalam Mendukung Masterplan Ekonomi Syariah Indonesia Melalui Program Gerakan Menuju Sertifikasi Halal (Gemesh). Sewagati, 7(4), 584–592.
  16. Retno Mustikawati. (2020). The Bigger Wave of Hallyu In Indonesia: Glocalization? People. International Journal of Social Sciences, 6(1), 367–378.
  17. Saputra, F., & Mahaputra, M. R. (2022). Relationship of Purchase Interest, Price and Purchase Decisions to IMEI Policy (Literature Review Study). Journal of Law, Politic and Humanities, 2(2), 66-75.
  18. Scholz, M., Dorner, V., Landherr, A., & Probst, F. (2013, December). Awareness, interest, and purchase: The effects of user-and marketer-generated content on purchase decision processes. In 34th international conference on information systems (pp. 1-17).
  19. Syarifuddin, S., Arfah, F., Rahmawati, I., Mulyono, S., Mutafarida, B., Trimulato, T., ... & AK, M. F. (2020). EKONOMI SYARIAH.
  20. Tannady, H., Sjahruddin, H., Saleh, I., Renwarin, J. M., & Nuryana, A. (2022). Role of product innovation and brand image toward customer interest and its implication on electronic products purchase decision. Widyakala Journal, 9(2), 93-98.
  21. Waworuntu, A. Y., Hajar, H., & Otoluwa, N. I. (2023). Brand, Promotion and Innovation: Their Impact on Motorcycle Purchasing Decisions. Advances: Jurnal Ekonomi & Bisnis, 1(3), 150-157.
  22. Werner. (2004). Reasoned Action and Planned Behavior, In S.J. Peterson and T.S. Bredow (Eds), Middle Range Theories: Application To Nursing Research, Lippincott Williams And Wilkins. In Philadelphia, Pp. (Pp. 125–147).

ISLAMICONOMIC: Jurnal Ekonomi Islam
Published by Departement of Islamic Economics, UIN Sultan Maulana Hasanuddin Banten - Indonesia

Main Building of Faculty of Islamic Economics and Business, UIN Sultan Maulana Hasanuddin Banten, Jenderal Sudirman Street, No. 30 Serang 42188 Banten Indonesia
Phone: +62 81511475475
Website: https://journal.islamiconomic.or.id/
Email: asep.dadan@uinbanten.ac.id

ISSN: 2085-3696 (Print)
ISSN: 2541-4127 (Online)

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License

Get a feed by atom here, RRS2 here and OAI Links here

apps