Abstract

Beby Karina Fawzeea, Ilyda Sudardjat, Ami Dilham.

Purpose of this study was to determine the effect of halal certification and the quality of foodstuff products on buying interest through consumer experiential buying in the small souvenir industry in North Sumatra. This research was conducted in North Sumatra in 5 urban districts in North Sumatra. The study time was seven months. In this study data was collected to answer research problems from primary data, namely data that was collected and processed by an organization or individual directly from the object (Supranto, 2000). Data collection techniques with surveys were carried out through interviews with related parties and answers to Questionnaire questions filled out by respondents. The analytical method used by the author in this study is statistical using SmartPLS software. The results show that directly halal certification has a significant effect on buying interest, the quality of foodstuff products has a significant effect on buying interest and experiential buying also has a significant effect on buying interest, then indirectly halal certification has an effect on buying interest through experiential buying and the quality of material products. food also has a significant effect on buying interest through experiential buying.