Clarity of Halal Food Souvenirs to Influence Satisfaction and Purchase Intentions

Abstract

This study aims to examine the relationship between halal food souvenirs on tourist satisfaction and purchase intention. The research method uses a quantitative method approach. Data collection is done with the Purposive Sampling Technique using a questionnaire. The number of respondents was 200 tourists. Respondents are domestic tourists who shop for halal food souvenirs and are willing to fill out questionnaires. Analyze data using Smart PLS. The results showed that halal food souvenirs had a positive and significant effect on the satisfaction and intention of buying. Pleasure also has a positive and considerable influence on the purpose of buying tourists. Also, the indirect relationship shows that halal food souvenirs have a positive and significant effect on purchase intentions mediated by satisfaction. For tourists' satisfaction to be high and intend to repurchase halal food souvenirs, outlets must provide souvenir food that is guaranteed halal. Halal food souvenirs must have a halal certificate from the authorized Institution (LPPOM MUI), containing no prohibited raw materials, safe, clean, and healthy for consumption. The findings also have implications for local governments to implement halal tourism as a new tourism development strategy.