Pengaruh Jaminan Halal dan Autentik Produk Terhadap Kepuasan Konsumen Studi pada Kedaishi Ramen Malang

Abstract

The rapid growth of the foreign culinary industry specializing in Japanese food in Indonesia creates intense market competition. Product attributes such as halal assurance and product authenticity are critical aspects considered by consumers in decision-making. This quantitative research aims to analyze the partial and simultaneous effects of halal assurance and product authenticity on consumer satisfaction at Kedaishi Ramen in Malang City. The sample consisted of 100 respondents selected through purposive sampling based on specific criteria, and data were collected via direct questionnaire distribution. Data analysis was conducted using classical assumption tests, multiple linear regression analysis, correlation tests, and hypothesis testing. The partial test results indicate that halal assurance has a positive and significant effect on consumer satisfaction. Similarly, product authenticity also exerts a positive and significant effect on consumer satisfaction. Simultaneously, both independent variables significantly influence consumer satisfaction. Furthermore, the coefficient of determination demonstrates that halal assurance is the most dominant factor influencing changes in consumer satisfaction. Management is advised to maintain halal compliance and strengthen the authentic visual and cultural presentation of the restaurant.