The Influence of Halal Literacy, Religiosity, and Fear of Missing Out on the Purchase Decision of Korean Instant Noodles of the Samyang Brand
Main Article Content
Arfannisa Febrilianty
Restu Frida Utami*
Wida Purwidianti
Arini Hidayah
Indonesia’s instant noodle industry is expanding rapidly, with Samyang gaining popularity among young consumers for its unique flavors and strong online presence. While halal literacy, religiosity, and Fear of Missing Out (FoMO) increasingly shape food choices, few studies have examined their combined impact on purchasing decisions for imported brands like Samyang. This study aims to examine the influence of halal literacy, religiosity, and Fear of Missing Out (FoMO) on purchasing decisions for Samyang brand instant noodles. A quantitative approach was used with a purposive sampling method. The respondents in this study were active university students in the Purwokerto area, Muslim, and had purchased and consumed Samyang instant noodles. To obtain accurate results, the researcher used a sample of 271 respondents and conducted the analysis using SPSS software. The findings indicated that all three variables had a positive and significant influence on purchasing decisions.
Alfina, Hartini, S., & Mardhiyah, D. (2023). FOMO related consumer behaviour in marketing context: A systematic literature review. Cogent Business and Management, 10(3). https://doi.org/10.1080/23311975.2023.2250033
Amalia, F. (2022). The Role of Religiosity on Halal Product Purchasing Decision Case Study : Wardah Cosmetics. Journal of Digital Marketing and Halal Industry, 1(1), 19–24. https://doi.org/10.21580/jdmhi.2019.1.1.4774
Amrin, A., Supriyanto, S., & Ardiansyah, A. (2022). Analisis Literasi Halal Dalam Membentuk Gaya Hidup Islami Di Perguruan Tinggi Islam (Studi Pada Mahasiswa Universitas Islam Negeri Raden Mas Said Surakarta). Fikrah : Journal of Islamic Education, 6(1), 1. https://doi.org/10.32507/fikrah.v6i1.1311
Cheon, I. (2025). 5 Alasan kenapa makanan korea cocok untuk lidah orang indonesia. Indonesia, Cheon. https://www.cheon.co.id/5-alasan-kenapa-makanan-korea-cocok-untuk-lidah-orang-indonesia/
Danurwenda Ismaya, A. (2022). Kesadaran Halal Dan Sertifikasi Halal Dalam Menentukan Minat Beli Produk Mie Instan Di Kalangan Konsumen Muslim Di Kabupaten Garut. Journal Of Entrepreneurship and Strategic Management, 1(01), 12–22. https://doi.org/10.52434/jesm.v1i01.95
Data, K. (2025). How to Choose a 5% or 10% Margin of Error in Slovin’s Formula | Calculating the Minimum Sample Size. https://kandadata.com/how-to-choose-a-5-or-10-margin-of-error-in-slovins-formula/
Diatzikis, A. (2021). How Brands Utilizie the Fear of Missing Out FOMO as an advertising tastic. Pharmacognosy Magazine, 75(17), 399–405.
Durohman, H. (2024). Determinan Niat Generasi Milenial di Indonesia Menggunakan Kosmetik Halal dengan Literasi Halal sebagai Variabel Moderasi. Likuid Jurnal Ekonomi Industri Halal, 4(1), 1–17. https://doi.org/10.15575/likuid.v4i1.31286
Fatmawati, P. P., Setiawan, F., & Nasik, K. (2023). Analisis Religiusitas, Kesadaran Halal, Literasi Halal, Dan Niat Berperilaku Dalam Memprediksi Pelaku Umkm Melakukan Sertifikasi Halal Di Kabupaten Bangkalan. Maro: Jurnal Ekonomi Syariah Dan Bisnis, 6(1), 76–88.
Fauziah Ramadhany, S. (2024). Pengaruh Pengetahuan,label halal,sikap,Religiusitas dan Harga terhadap Minat Beli pada Kosmetik Halal Import Korea. Airlangga Journal of Innovation Management, 5(1), 126–140. https://doi.org/10.20473/ajim.v5i1.55095
Ghozali, I. (2017). Aplikasi Analisis Multivariate dengan Program SPSS. Badan Penerbit UNDIP.
Good, M. C., & Hyman, M. R. (2020). ‘Fear of missing out’: antecedents and influence on purchase likelihood. Journal of Marketing Theory and Practice, 28(3), 330–341. https://doi.org/10.1080/10696679.2020.1766359
Gunawan, I. (2021). Pengaruh Labelisasi Halal dan Harga Terhadap Keputusan Pembelian Produk Mie Samyang (Studi Kasus Mahasiswa FEBI IAIN Padangsidimpuan ) [IAIN Padangsidimpuan]. https://etd.uinsyahada.ac.id/7059/
Harini, F. (2025). Naik Tipis, Indonesia Menghabiskan 14,68 Miliar Bungkus Mi Instan Di 2024. https://validnews.id/ekonomi/naik-tipis-indonesia-menghabiskan-miliar-bungkus-mi-instan-di
Hayati, S. R., & Putri, S. A. M. (2021). Analisis Literasi Halal, Label Halal, Islamic Branding, dan Religious Commitment pada Pembelian Makanan di Tsabita Halal Bakery. SHAHIH: Journal of Islamicate Multidisciplinary, 6(2), 164–176. https://doi.org/10.22515/shahih.v6i2.3895
Imam Salehudin. (2010). Measurement Validation one is More Critical in Building Value and of Five Universities with BHMN Status in Instructions to Authors. Asean Marketing Journal, 2(1), 1–54.
Ira, S., Novitasari, D., & Fikriyah, K. (2023). Pengaruh Literasi Halal Terhadap Keputusan Pembelian Produk Kosmetik Halal Mahasiswa Ekonomi Islam Se Jawa Timur. Jurnal Ekonomi Dan Bisnis Islam, 7. https://doi.org/10.30868/ad.v7i01.3963
Irfansyah, F., & Suryaningsih, S. A. (2022). Pengaruh Gaya Hidup Islami Dan Harga Terhadap Keputusan Pembelian Mie Samyang Pada Mahasiswa S1 Ekonomi Islam Universitas Negeri Surabaya Angkatan 2018–2020. Jurnal Ekonomika Dan Bisnis Islam, 5(1), 43–53. https://doi.org/10.26740/jekobi.v5n1.p43-53
Isa, M., Lubis, H. A., & Lubis, I. S. (2020). Pengaruh Religiusitas dan Lokasi Terhadap Keputusan Pembelian Konsumen Pada Rahmat Syariah Swalayan City Walk Padangsidimpuan. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 3(1), 1–15. https://doi.org/10.36778/jesya.v3i1.123
Jakmin. (2024). Jakpat Chart Top 7 Merek Mi Instan. https://jakpat.net/info/jakpat-chart-top-7-merek-mi-instan/
Khasanah, M., Dharmmesta, B. S., & Sutikno, B. (2023). Halal Food Literacy: Conceptual Framework, Dimension, and Scale Development. Jurnal Ekonomi & Keuangan Islam, 9(1), 74–90. https://doi.org/10.20885/jeki.vol9.iss1.art6
Kotler, P., & Keller, K. L. (2021). Marketing management global edition (16th ed.). Pearson Education.
Lananda, A., & Megawati, L. (2025). Dampak Sertifikasi Dan Labelisasi Halal Terhadap Penjualan Mie Samyang Menurut Undang-Undang Jaminan Produk Halal. The Juris, 9(1), 32–40.
Luca, L., Burlea, S. L., Chirosca, A.-C., Marin, I. M., Ciubara, A. B., & Ciubara, A. (2020). The FOMO Syndrome and the Perception of Personal Needs in Contemporary Society. Brain. Broad Research in Artificial Intelligence and Neuroscience, 11(1Sup1), 38–46. https://doi.org/10.18662/brain/11.1sup1/27
Maryam, A. (2022). Analysis of Halal literacy level on Halal awareness and use of Halal products. IQTISHODUNA: Jurnal Ekonomi Islam, 11(148), 85–96.
Miatun, S. L., & Santoso, L. (2020). Pengaruh religiusitas terhadap gaya hidup konsumen muslim di ponorogo. SERAMBI: Jurnal Ekonomi Manajemen Dan Bisnis Islam, 2(2), 113–120.
Prakoso, S. G., Satria, R., Kinanti, N. C., & Puspitasari, R. (2019). Analysis of Samyang Instant Noodle’s Market in Indonesia Using The Impact of Uncertainty Avoidance by Hofstede’s Cultural Dimensions. Insignia: Journal of International Relations, 6(2), 123–136.
Prasasti, C. A., & Ekawaty, M. (2022). Pengaruh Label Halal, Pendapatan, Harga Produk, Dan Religiusitas Terhadap Keputusan Pembelian Produk Kosmetik Hand Body Lotion (Studi Pada Mahasiswi Muslim Di Kota Malang). Jurnal Syarikah : Jurnal Ekonomi Islam, 8(1), 140–155. https://doi.org/10.30997/jsei.v8i1.4437
Pratama, D. B., Syariah, M. K., Hartati, N., & Syariah, M. K. (2020). Pengaruh Literasi Halal dan Religiositas Terhadap Halal Literacy , Religiosity , Consumption of Halal Products. Finansha- Journal of Sharia Financial Management, 1(2), 1–12.
Przybylski, A. K., Murayama, K., Dehaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/j.chb.2013.02.014
Putra, A. Y., & Aliyanti, F. E. (2024). Korean Wave, Kesadaran Halal dan Literasi Halal Pada Konsumen Makanan Korea: Studi Kasus Generasi Z di Yogyakarta. ABHATS: Jurnal Islam Ulil Albab, 5(1), 36.
Rachmawati, D. (2024). Warga RI doyan konsumsi mi instan, impor gandum melonjak. https://ekonomi.bisnis.com/read/20240124/12/1735213/warga-ri-doyan-konsumsi-mi-instan-impor-gandum-melonjak
Ramadhany, S. F. (2024). Pengaruh Pengetahuan,label halal,sikap,Religiusitas dan Harga terhadap Minat Beli pada Kosmetik Halal Import Korea. Airlangga Journal of Innovation Management, 5(1), 126–140. https://doi.org/10.20473/ajim.v5i1.55095
Ramdhani, M. L., Utami, R. F., & Astuti, H. J. (2025). Analysis of the Effect of Fear of Missing Out , Sales Promotion , E- wallet on Impulse Buying on TikTok Shop Users at the Three Largest Universities in Purwokerto. 4(1), 299–318.
Rosyada, M. (2022). Analisis Pengaruh Brand Awareness, Label Halal dan Religiusitas Terhadap Keputusan Pembelian Produk Kosmetik Halal. Coopetition : Jurnal Ilmiah Manajemen, 13(2), 213–218. https://doi.org/10.32670/coopetition.v13i2.868
Sa’diah, Z., Saraswati, M. A., & Retnowati, M. S. (2022). Analysis of Religiosity and Halal Labels Towards Purchasing Decision on Cosmetic Products (Study on Regular Female Student of The University of Darussalam Gontor). JES (Jurnal Ekonomi Syariah), 7(2), 168–186. https://doi.org/10.30736/jes.v7i2.360
Safitri, B. D., Syahrizal, A., & Saputra, O. (2023). Pengaruh literasi halal dan tingkat harga terhadap keputusan pembelian produk skincare. Journal of Islamic Economics and Finance, 1(4), 1–17.
Safrilsyah. (2013). Membumikan Ajaran Islam. Ushuluddun Publishing.
Sari, N. D., Prayitno, S. R., Azzam, A., Afghani, A., Kesehatan, P., & Semarang, U. I. N. W. (2024). Pengaruh FoMO Pada Promo Iklan Di TikTok Terhadap Keputusan Pembelian Oleh Mahasiswa: Ditinjau dari E-Commerce. Jurnal Intelek Dan Cendikiawan Nusantara, 1(6), 10148–10159.
Silawati, A. (2024). 6 Mi Instan Ternikmat Asal Luar Negeri yang Harus Dicoba. https://www.idntimes.com/food/dining-guide/mie-instan-ternikmat-asal-luar-negeri-exp-c1c2-01-hg2sn-zk8w9v
Sugiyono. (2018). Metode Penelitian Kuantitatif. Alfabeta.
Sugiyono. (2022). Metode penelitian bisnis (pendekatan kuantitatif, kualitatif dan R&D) (ketiga). Alfabeta.
Syamer, D. M., & Setyawati, I. (2024). Pengaruh Fomo, Persepsi Harga Dan Promosi Medsos Terhadap Kepuasan Konsumen Melalui Keputusan Pembelian Karen’s Diner Jakarta. Edunomika, 8(3), 1–9.
Tjiptono, F. (2024). Keputusan pembelian konsumen. NM Privacy.
Wachyuni, S. S., Namira, S., Respati, R. D., & Teviningrum, S. (2024). Fenomena Fear Out Missing Out (Fomo) Terhadap Keputusan Pembelian Restoran Viral Karen’S Diner Jakarta. Jurnal Bisnis Hospitaliti, 13(1), 89–101. https://doi.org/10.52352/jbh.v13i1.1382
Yustiani, S., & Ernawati, E. (2022). Tren Konsumsi Mie Samyang di Kalangan Mahasiswa: Pertimbangan Labelisasi Halal dan Promosi Produk Pada Keputusan Membeli. Mabsya: Jurnal Manajemen Bisnis Syariah, 4(2). https://doi.org/10.24090/mabsya.v4i2.6666
Zulianti, D., & Aslam, N. (2022). Implementation Of Management System On Halal Certification For Medan City MSMES Actors. CASHFLOW : Current Advanced Research On Sharia Finance And Economic Worldwide, 1(3), 11–16. https://doi.org/https://doi.org/10.55047/cashflow.v1i3.166
