PENGARUH LOKASI, CELEBRITY ENDORSER, DAN LABEL HALAL TERHADAP PREFERENSI KONSUMEN PADA INDUSTRI HALAL WISATA BELANJA DI ISLAMIC CENTER SAMARINDA

Abstrak

The development of the halal industry in Indonesia is increasingly in line with the times. This is evidenced by the top three rankings achieved by Indonesia in the State of The Global Islamic Economy (SGIE) at the end of 2023. The scope of the halal industry is quite large, ranging from tourism, culinary, fashion, cosmetics and medicines, to finance. In the city of Samarinda, the halal industry began to be developed, namely collaboration from the tourism sector with the culinary sector and produced the Samarinda Islamic Center Shopping Tour. This study aims to determine the influence of location, celebrity endorsers, and halal labels on consumer preferences in the halal shopping tourism industry at the Islamic Center Samarinda. The method used in this study is a quantitative research method. Using primary data disseminated through questionnaires on google forms then tested and analyzed using multiple linear regression analysis in SPSS 26. The population in this study is visitors to the Samarinda Islamic Center Shopping Tour and sampling uses the Lemeshow formula so that the number of respondents to this study is 110 visitors with certain criteria. The results of this research show that independent variables in this research have a partially positive and significant effect on the dependent variable, namely consumer preferences. Meanwhile, simultaneously the independent variables location, celebrity endorser, and halal label also simultaneously have a positive and significant influence on the dependent variable.