Halal Korean Cuisine: Understanding The Drivers Of Purchase Intention Among Indonesian Muslims

The purposei of this study is to better understand the reasons that motivate Indonesiani Muslimsito buy Korean foodi that has received MUIi Halal certification. Thisi study used a purposivei sampling methodology with the following criteria: Muslimsi in Indonesiai who are familiar with Korean cuisine and who have obtained MUI Halal certification. 190 people participated in this study, and the PLS-SEM method was used to process the data. Knowledge about Halal cuisine, attitudes, religion, and buying intentions are the factors used in this study. The findings of this study suggest that religiosity and understanding of halal cuisine have a positive and significant impact on sentiments about Korean food that has received MUI Halal certification. Awareness of halal food and attitudes toward it have a positive and considerable impact on consumers' intentions to purchase Korean food that has received MUI Halal certification. The intention to purchase Korean cuisine that has received MUI Halal certification, however, was found to be unaffected by religion. The findings of this study are anticipated to assist Korean food businesses in creating features that will improve Muslim consumers' inclinations to buy Korean food that has received MUI Halal certification.


Introduction
Thei entry of the Korean wave to Indonesia has had an impact on various aspects (Jeong et al., 2017) i stated that the Koreani wave or Hallyu phenomenon in Indonesia is mostly found in cultural media products such as TV dramas, music, and variety shows. This Hallyu phenomenon is also found in broader aspects, such as cosmetics, food, and even tourism. Hennida stated that the spread of the Korean wave in Indonesia was driven by its growing development K-pop in 2010, which is still popular today. K-pop bands such as BTS and Blackpink are now very popular in Indonesia. Not a few e-commerce that make them as brand ambassadors because of the extraordinary impact.
Nadhifah in their research stated that along with the expansion of the Korean wave, the demand for Korean food in Islamic markets has increased, including in Indonesia. Foods such as tteokbokki, ramyeon, bibimbap, kimchi, and jjajangmyeon are not only easy to find in Indonesia, but their demand is also increasing. This is quite interesting because Indonesia is a country where the majority of the population is Muslim. Muslim consumers should adhere to the concept of halal in various aspects of life, including food. However, the term

Literature Review
This study uses Theory of Reasoned Action (TRA) to explain the intention of Muslim youths to buy Korean halal food. Ajzen and Fishbein (1980) assume that a person's behavior is determined by a person's desire to do or not to do a certain behavior, or vice versa. TRA also states that conceptually there are two determinants of a person's intention, the first is attitude toward behavior, and the second is subjective norms. if positive results are found for these two factors, then the individual concerned has a more positive intention to buy (Memon et al., 2020).
In addition to measuring individual attitudes toward an object, TRA also measures the role of groups in shaping and strengthening these attitudes (Lada et al., 2009. TRA has also been widely applied to explain intentions to buy halal products and environmentally friendly products (Kalkbrenner, 2015).These studies found that attitude has a positive and significant effect on purchase intention, which reinforces the TRA theory which states that a person's wrong attitude towards an object affects his intention to behave, in this case the intention to buy. (Abd Rahman et al., 2015) In the context of this research, the researcher argues that TRA can be used to explain the phenomenon of the intention of Muslim youths in Indonesia to buy Korean food that is MUI Halal certified. Furthermore, referring to the results of previous research, that in general attitudes are influenced by knowledge. What's more, Korean food that is Halal certified by the MUI is currently popular among the public so that information about Korean halal food can be accessed easily everywhere. Thus, when people have knowledge about MUI Halal certified Korean food, it is very possible for them to then have a positive attitude towards MUI Halal certified Korean food. Thus, the researcher formulates: H1: Knowledge of halal food has a positive and significant effect on consumer attitudes toward MUI Halal certified Korean food.
The relationship between religiosity and attitude has been tested several times. In the context of detergent products labeled halal, Rizkitysha & Hananto (2020) found that religiosity did not have a positive effect on consumer attitudes towards these products. However, research conducted by Astuti & Asih (2021) found different results. In the context of Korean food, they found that religiosity had a positive effect on attitudes, but not significantly. Abd Rahman et al., (2015) in the context of halal cosmetic products found that religiosity has a positive and significant effect on attitudes.
Referring to the results of previous studies, in general religiosity has a positive effect on attitudes. Supported by the fact that the majority of Indonesian people are Muslim, researchers argue that Indonesian people have made Halal as the main filter when buying food. Therefore, when people are faced with the phenomenon of the spread of Korean food in Indonesia, and there is an MUI Halal-certified product available, it is very possible for them to have a positive attitude towards the MUI Halal-certified Korean food. Thus, the researchers formulated: H2: Religiosity has a positive and significant effect on consumer attitudes towards Korean food that is MUI Halal certified.
Research on the relationship between knowledge and purchase intention has been investigated several times. As in research conducted by Kalkbrenner (2015) in the context of environmentally friendly products, they found that knowledge of environmentally friendly products influences purchase intention positively and significantly. Fathy et al., (2015) in their research also found consistent results where knowledge influences purchase intention positively and significantly. However, (Wang et al., 2013) did not find the same thing.
Still in the context of environmentally friendly products, apparently they did not find knowledge about environmentally friendly products positively and significantly influence purchase intention. The author argues that in the context of this study, TRA can be used to explain the phenomenon of the intention of Muslim youths in Indonesia to buy MUI Halalcertified Korean food. Furthermore, referring to the results of previous research, that in general knowledge has a positive and significant effect on purchase intention. In addition, Korean food with the MUI Halal certification is currently becoming a trend among the public so that information about Korean halal food can be accessed easily everywhere. Therefore, when people have knowledge about MUI Halal-certified Korean food, it is very likely that it will then influence people's buying intentions for MUI-certified Korean food. Thus, the researcher formulated: H3: Knowledge of halal food has a positive and significant effect on the intention to buy Korean food that is MUI Halal certified.
The relationship between religiosity and purchase intention has been tested several times. Usman et al. (2021) in the context of food labeled Halal found that religiosity has a positive and significant effect on the intention to buy food labeled Halal. The higher the level of one's religiosity, the higher the intention to buy food labeled Halal. Rizkitysha & Hananto (2020) in the context of detergents labeled halal also found the same thing, that religiosity positively influences purchase intention. However, Astuti & Asih (2021) found slightly different results, that religiosity has a positive but not significant effect on purchase intention.
Referring to previous research, in general religiosity has a positive and significant effect on purchase intention. Individuals with a high level of extrinsic religiosity view religion as a means to achieve personal and social goals (Arli and Tjiptono, 2014). The Korean wave phenomenon is closely related to social trends, so the researchers argue that it is very possible that in the context of this research, religiosity has a positive and significant effect on the intention to buy Korean food that is MUI Halal certified. Thus, the researcher formulates: H4: Religiosity has a positive and significant effect on the intention to buy Korean food with MUI halal certification.
In previous research, the relationship between attitude and purchase intention has been positively and significantly investigated. As in research conducted by Rizkitysha & Hananto (2020), they found that a positive attitude towards detergents labeled halal has an effect on purchase intentions. Apart from that, in the context of food labeled halal, Khan et al., (2020) also found the same thing.
A positive attitude towards food labeled halal influences purchase intention positively and significantly. In the context of this research, the researcher argues that TRA can be used to explain the phenomenon of the intention of Muslim youths in Indonesia to buy Korean food that is MUI Halal certified. Referring to previous studies, in general attitude has a positive and significant effect on purchase intention. In addition, the Korean food in question is that which is MUI Halal certified, so it is very possible for a Muslim to have a positive attitude towards MUI Halal certified Korean food and this positive attitude will also have a positive effect on purchase intentions. Thus, the researcher formulated: H5: Attitude has a positive effect on the intention to buy Korean food that is MUI Halal certified.

Research Methods
In this study, researchers used a quantitative approach. The quantitative approach is a research approach in which data collection and analysis emphasizes numbers. The object studied in this study is theiintention to buy Koreanifood with MUIi Halal certificationiwhich is widely spread in Indonesia. Assessment using a 5-point Likert scale method. The population is a collection of all units that have the characteristics of the variables studied and whose research findings can be generalized (Shukla, 2020). The population in this study are Muslims in Indonesia. Furthermore, the sample is part of the population.
The sampling method used by the author in this research is non-probability sampling, especially purposive sampling technique. Purposive sampling is a non-random technique that does not require the number of participants or the underlying theory. This study uses two sampling criteria, namely Indonesian residents who are adults over 18 years old and are Muslims.
According to Roscoe (1975), the number of samples taken can be calculated using the formula five times the number of items (minimum) to ten times the number of items (maximum). Based on calculations referring to the criteria of Roscoe (1975), this research targets a sample size of 190 respondents. The data collection technique carried out by researchers is by distributing questionnaires online. The questionnaire was compiled using a Google form which was then distributed through various social media platforms, namely WhatsApp, Line, Telegram, and Instagram in particular by sending private messages, via groups, and uploading links via the Instagram Story feature. The formulated research model can be seen in Figure 1.

Data Analysis
This study used the PLS-SEM method and the SmartPLS tool. The PLS-SEM method was chosen because the purpose of this study was to examine the relationship of variables quantitatively. In addition, model testing is carried out simultaneously and uses a complex relationship model. In this method, model testing is divided into two, namely the outer model test and the inner model test.
The suitability, of the, model for, the twoi test modelsi has its owni indicators. i The outeri model test usesi Average Variancei Extracted (AVE), i Square Roots iAVE, Cross Loadings, i Cronbach Alphai (CA), and iComposite Reliabilityi (CR) as indicators. As fori the inneri model, i it was tested usingi the PLSi Bootstrappingi method. This methodi uses t-values, i p values, andi Rsquare (R2 ) as indicatorsi .

Validity test
The validity testi aims to measurei the accuracyi of the itemsi tested. Therei are two kindsi of validity test, namely convergenti validity tests andi discriminant validity tests. i The convergenti validity test is used to test whether the items belonging to one variable are grouped in that variable (Cooper & Schindler, 2014). Convergent validity is measured using outer loading, where each item must have a score of ≥ 0.50 (Hair et al., 2017). In addition, convergent validity is also measured using AVE, where each item must have a score > 0.50. The second is the discriminant validity test. Discriminant validity test is used to test whether the questionnaire items are different from items in other groups (factors) (Cooper & Schindler, 2014).
Discriminant validity was tested using the Square Root AVE measurement with the standard Fornell and Larcker (1981) by making a correlation table and the number of each correlation must be smaller than the number correlated with other variables. The results of the validity test can be seen in detail in tables 1, 2, 3 and 4. However, this happened when the number of samples used was still small (66 samples) and did not meet the minimum criteria for total respondents. Meanwhile, when the number of samples was increased, the scores of these four items actually decreased (RL3i= 0.259.; RL4i= 0.306; RL5i= 0.216; and RL6i= 0.116). According to Hair (2017), before deleting items that do not meet the standards, researchers must first look at the impact of deleting items on the composite reliability (CR) and content validity of the construct. Items with outer loading scores between 0.40 and 0.70 are considered to be tolerated and are only considered for deletion if deleting these items will increase the composite reliability (CR) and average variance extracted (AVE) scores. However, items with very weak outer loading scores (< 0.40) should still be deleted. Therefore, the researcher deleted items RL3, RL4, RL5 and RL6.  Table 2 shows the modified results of outer loading. RL3, RL4, RL5, and RL6 were deleted because the scores did not meet the criteria (< 0.50). When compared, there are differences that appear in tables 1 and 2. Almost all items experienced a change in score. Several items experienced a significant increase in score, such as NB2 (from 0.820 to 0.829), NB3 (from 0.774 to 0.779), RL2 (from 0.933 to 0.961), and SK2 (from 0.748 to 0.755). Several other items also experienced an increase, but not significantly. Such as PT1 (from 0.762 to 0.763), PT2 (from 0.865 to 0.866) and PT3 (from 0.846 to 0.847). On the other hand, there were also items that experienced a significant decrease in score, such as NB1 (from 0.863 to 0.855), NB4 (from 0.678 to 0.666), RL1 (from 0.524 to 0.493), and SK4 (from 0.847 to 0.842). In addition, other items experienced a non-significant decrease in score, such as PT4 (from 0.703 to 0.701), PT5 (from 0.692 to 0.690), and SK3 (from 0.699 to 0.698), except for SK1 which did not change (still 0.813).
Of the six items of religiosity variable (RL), there are four items that must be deleted, namely RL3, RL4, RL5, and RL6. However, when all four items were removed, the RL1 score dropped to 0.493.
Referring to the theory from Hair et al., (2017), the researcher decided not to delete the RL1 item because the RL1 outer loading score still lies between 0.40 and 0.70 (0.493) which is still tolerated and is only considered for deletion if removing the item will increase the composite reliability score. (CR) and average variance extracted (AVE). If seen in tables 7 and 9, without deleting the RL1 item, the CR and AVE scores were good, and deleting RL1 did not significantly increase CR or AVE, so the researchers decided not to delete RL1. According to Hair et al., (2017), the AVE score can be said to be good when the value is > 0.5. If seen in table 8, all variables have a score > 0.5, or in detail, namely purchase intention has a score of 0.617, knowledge about Halal food has a score of 0.603, religiosity has a score of 0.583, and attitude has a score of 0.606. This means that the AVE scores of the variables used are good and there are no problems or items that indicate errors.  Table 4 shows the Square Root AVE score of each variable. The standard used to measure Square Root AVE is the Fornell & Larcker (1981) approach. The Square root AVE score can be said to be good when the number of each correlation is smaller than the number that correlates with other variables. Table 4 already meets the criteria for a good score. It can be seen from the score of purchase intention variable (0.786) which is higher than knowledge about Halal food (0.333), religiosity (0.245), and attitude (0.554). Knowledge of Halal food (0.777), the score is higher than religiosity (0.342) and attitude (0.345). The same thing happened to the religiosity variable (0.764), the score was higher than the

Reliability Test
Reliability test aims to test whether each variable is relatively consistent or not (Cooper & Schindler, 2014). There are two approaches to measuring the reliability test, the first is using Cronbach's Alpha (CA), and the second is Composite Reliability (CR).
Both approaches have a standard, which is > 0.70. If the Cronbach's Alpha (CA) or Composite Reliability (CR) score of a variable exceeds > 0.70, then the variable is said to be reliable (Hair et al., 2017). If seen in table 5, all variables already have a CR score > 0.70, or in detail, the purchase intention variable has a CR score of 0.865, knowledge about Halal food has a score of 0.883, religiosity has a score of 0.717, and attitude has a score of 0.860. This means that all variables can be said to be reliable.

Inner Model Estimation
In the inner model, there are several things that are tested, namely multicollinearity, path significance, and predictive capabilities. The collinearity test is an approach used to test whether there is a high correlation between the items in the model. The parameters used to measure the collinearity test are VIF ≥ 0.50 (Hair et al., 2017).  Table 6, shows the results of the collinearity test of all variables. It can be seen that overall there is no VIF score that does not meet the criteria or <0.50. This means that none of the variables have collinearity problems because all of them have scores > 0.50. The details are as follows: 1. The VIF score between knowledge about Halal food and purchase intention is 1.024 (≥ 0.50), meaning that there is no collinearity problem between the two variables. 2. The VIF score between knowledge about Halal food and attitudes is 1.132 (≥ 0.50), meaning that there is no collinearity problem between the two variables.
3. The VIF score between religiosity and purchase intention is 1.254 (≥ 0.50), meaning that there is no problem collinearity between the two variables. 4. The VIF score between religiosity and attitude is 1.132 (≥ 0.50), meaning that there is no problem collinearity between the two variables. 5. The VIF score between attitude and purchase intention is 1.258 (≥ 0.50), meaning that there is no collinearity problem between the two variables.  (Hair et al., 2017), the score of the purchase intention variable is classified as moderate, while the attitude variable score is classified as weak.  (Q2 ) is an indicator of predictive power in the inner model. The standard used in this measurement is Q2 ≥ 0. If the value is < 0, then the variable is considered to have no predictive ability. In table 8, it can be seen the results of the Q square test, where all variables have a score ≥ 0. Or in detail, purchase intention has a score of 0.186, knowledge about Halal food and religiosity has a score of 0, and the attitude variable has a score of 0.107. In the SmartPLS tool, the path coefficient is calculated using the bootstrapping technique.
The path coefficient is used to identify the results of the hypotheses that have been developed. Measurements used to identify the significance of the t-value and p-value. If the Halal Korean Cuisine: Understanding The Drivers Of Purchase Intention Among Indonesian Muslims 11 t-value score > 1.96 or p-value < 0.05, then the relationship between variables can be said to be significant. Path coefficients can also indicate the direction of the relationship of the two variables tested, either negative or positive. In table 9, it can be seen that all relationships are considered significant, except for H4. H1 shows a t-value= 3.2770 (> 1.960) and p-value = 0.01 (<0.05), 0 H2(t-value= 3.7140; p-value= 0.000) H3 shows a t-valuescore of 2.129 (>1.96) and p-value 0.034(<0.05), and H5 (t-value=6.718; p-value=0.000) which means that the relationship between the two variables is significant. It is different from H4 which shows insignificant results, because the t-value obtained is 0.193 (< 1.96) and the p-value is 0.847 (> 0.05). The direction of the relationship as a whole is also positively identified, except for H4. The relationship between knowledge about Halal food and attitude was found to be positive, as well as between religiosity and attitude. The same thing also happened to the relationship between knowledge about Halal food and purchase intention. The relationship between attitude and purchase intention was also found to be positive. Only the relationship between religiosity and purchase intention is indicated as negative. So, it can be concluded that H1, H2, H3, and H5 are accepted, while H4 is rejected.

Effect of Knowledge of Halal Food and Attitudes towards MUI Halal Certified Korean Food
The relationship between knowledge about Halal food and attitudes toward MUI Halal certified Korean food was identified as positive and significant. Muslims in Indonesia who consider themselves to have good knowledge of Halal food tend to have a positive attitude towards MUI Halal certified Korean food. This result is in line with previous studies which identified a relationship between knowledge and attitudes. In the context of detergent products labeled Halal, Rizkitysha & Hananto (2020) found the same results, where the relationship between knowledge and attitudes was found to be positive and significant (Arli & Tjiptono, 2014) in his research on family takaful also found the same thing.
Interestingly, the results of this study are not in line with previous research conducted by Abd Rahman et al., (2015). The relationship between knowledge and attitude in the context of Halal cosmetics was found to be negative and not significant. However, in the context of this study, namely MUI Halal certified Korean food, the results were found to be positive and significant. The researcher believes that this is due, in part, to knowledge about Halal/Haram laws in food that is more familiar among the general public compared to nonfood products. Non-food products, especially cosmetics, often contain chemicals that the general public is not familiar with and do not know whether the materials used are Halal/Haram. In addition, the Korean wave phenomenon in Indonesia is also more widespread and popular than the Halal cosmetics trend.
Consumers are considered to find it easier to get information about Korean food in various media, starting from the ingredients, the manufacturing process, and so on, so that consumers caneasily judge it from the knowledge of Halal food that they know.
The Influence of Religiosity and Attitudes towards MUI Halal Certified Korean Food It can be seen in table 12, the relationship between religiosity and attitudes toward MUI Halalcertified Korean food was found to be positive and significant. However, these results are not in line with the results of previous studies found by Rizkitysha & Hananto (2020) (Bashir, 2019). They found that religiosity had a negative and insignificant effect on a person's attitude towards detergent products labeled Halal.
The results of this study corroborate the results found by (Yuni & Daru, 2021). In the same context, they found that religiosity had a positive and significant effect on a Muslim's attitude towards Korean food. Researchers argue that this could be because the respondents in this study were only intended for Muslims, where they understand that in Islam, when we consume food, the concept of Halal must be held tightly and become a major concern. Respondents believe that Islamic teachings have regulated what is permissible and may not be consumed by humans because the goal is good for humans. Thus, the results obtained from the relationship between religiosity and MUI Halal-certified Korean food were identified as positive and significant.

The Influence of Knowledge of Halal Food on PurchaseI IntentionsI of MUI Halal CertifiedI KoreanI Food
In this study, knowledgee of Halal food was found to have a positive and significant effect on theI intention to buyI Korean food withI MUI Halal certification. I The resultsI of this studyI corroborate the findings of previous research, namely Kalkbrenner (2015), he found that knowledge influences the intention to buy environmentally friendly products positively and significantly. However, this is different from the results of a study found by Wang et al. (2013), in the context of his research on recycled products, he found that knowledge has a negative and significant effect on purchase intention. (Graafland, 2017) The researcher believes that the results of this study are heavily influenced by factors where the majority of Indonesian people, especially Muslims, have been taught knowledge about Halal food since childhood, and are accustomed to the presence of Halal food around them. Examples include family teachings at home, lessons given at school, and an environment where the majority of the population is Muslim. Halal food has become the daily consumption of Indonesian people.
Knowledge of Halal food is automatically attached to the daily life of Muslims in Indonesia. In addition, information about Korean food products is now very easy to obtain, including the halal category. Therefore, knowledge about Halal food influences the purchase intention of Muslims in Indonesia positively and significantly.

The Influence of Religiosity on PurchaseI Intentions forMUI Halal ICertified Korean Food
In this study, the relationship between religiosity and purchase intention of MUI Halal-certified Korean food was found to be negative and not significant. These results are in line with research conducted by (Khan et al., 2022). In the context of food labeled Halal in India, he found that religiosity had a negative and insignificant effect on the intention to buy food labeled Halal. However, several other studies did not show the same results. Rizkitysha & Hananto (2020) in the context of detergent products labeled Halal found that religiosity has a positive effect on the intention to buy detergent products labeled Halal. Usman et al. (2021) in the context of food labeled Halal, they even found that religiosity has a positive and significant effect on the intention to buy food labeled Halal. Religiosity is defined as a Muslim's belief in Islam and how Islam is reflected in his attitude and behavior toward MUI Halal-certified Korean food. Islam teaches that Halal food and goods will bring piety, gratitude, and kindness (Usman et al., 2022). Even though the Korean food that will be consumed is labeled Halal, a Muslim must still be selective and careful in buying products labeled Halal, especially food products that come from countries with Muslim minorities. There are many considerations that need to be considered, such as the method of processing, the raw materials contained, and even ensuring that the product is truly MUI Halal certified. The existence of consumer skepticism is what can affect confidence, attitudes, and consumer decision making on purchasing behavior. (Aji, 2017) In addition, a Muslim with a high level of religiosity will certainly carry out Islamic law, one of the teachings of which is to prioritize needs over wants. Buying Korean food that is MUI Halal certified is not a necessity for a Muslim, but just a desire to follow the trend. The researcher assumes that there are many other needs that are prioritized by respondents rather than buying Korean food that is MUI Halal certified.

The Influence of Attitudes on PurchaseI Intentionsfor MUII Halal Certified KoreanI Food
The relationship between attitude and purchase intention of MUI Halal-certified Korean food was identified as positive and significant. This is in line with the results of previous studies, such as Aji (2017) in his research on skepticism of products labeled Halal found that the relationship between attitudes and purchase intentions for products labeled Halal was identified as positive and significant. In addition, Kalkbrenner (2015) in his research on environmentally friendly products, he found that attitude has a positive and significant effect on the intention to buy environmentally friendly products. Abd Rahman et al. (2015) also found the same thing, that the relationship between attitude and purchase intention towards Halal cosmetic products was identified as positive and significant. In line with Theory of Reasoned Action (TRA) which states that one of the determinants of a person's intention is a person's attitude towards the behavior, this study confirms that attitude influences purchase intention positively and significantly. If positive results are found on these factors, then the person concerned has a more positive intention to buy (Memon et al., 2020)

Conclusion
This study aims to add to theoretical contributions by increasing research related to purchase intentions of Halal food, especially in the context of Korean food that is Halal MUI certified by Muslims in Indonesia. Based on the results and discussion obtained, it can be concluded that knowledge of Halal food and religiosity influence the attitude of Muslims in Indonesia towards MUI Halal certified Korean food in a positive and significant way. The higher the knowledge about Halal food and religiosity a person has, the more positive his attitude towards Korean food that is Halal MUI certified. In addition, knowledge about Halal food and attitudes also influence the buying intention of Muslims in Indonesia towards MUI Halal certified Korean food positively and significantly. The higher the knowledge about Halal food that a person has, the higher the intention to buy Korean food that is Halal MUI certified. Likewise with attitudes, the more positive a person's attitude towards Korean food that is Halal MUI certified, the higher the intention to buy Korean food that is Halal MUI certified. In contrast to the other results, religiosity does not affect the purchase intention of Muslims in Indonesia towards MUI Halal-certified Korean food. Not much research has been found in the context of buying intentions for Korean food with MUI Halal certification, so this research is expected to provide renewal to the science of marketing. The relationship between religiosity and purchase intention was also found to be inconsistent in previous studies.
This research provides novelty where the relationship between religiosity and purchase intention is found to be negative and not significant. This research offers several managerial implications that can be applied by business people to the Korean food industry, especially for the marketing department. Considering that knowledge about Halal food and attitudes influence consumer purchase intentions significantly, Korean food business people who target Muslim consumers must really follow and adhere to Halal principles. For example, by paying attention to the management of Halal certification, including the Halal label and raw material information on the product packaging, as well as the way the food is processed. This is intended so that the intended target consumers know and believe that the products offered are truly Halal. In addition, business people in the halal food industry also need to communicate that the food produced has been processed hygienically and complies with Halal principles, so that later they can form a positive attitude from target consumers. They will feel comfortable with the product and believe that the food is safe for consumption. Business people can also package attractive advertisements by highlighting them Halal food products sold.