THE EFFECT OF RESTAURANT NAME AND HALAL CLAIM ON PERCEIVED AUTHENTICITY, HALAL BRAND TRUST, AND PERCEIVED VALUE IN CHINESE RESTAURANTS

• Main Author: Yanick Ibrahim, Maulana
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83334
• Institution: Institut Teknologi Bandung

Due to the impact of globalization, the culinary landscape in Indonesia has become vast and diverse. The growing popularity of international cuisines, driven by globalization, tourism, and pop culture, has led to the emergence of numerous foreign restaurants in Indonesia. However, the authenticity of these restaurants is a critical challenge, which is influenced by many factors, such as the restaurant's name as one of them. Yet, the element of authenticity also connects with the matter of Halal. This study focuses on Chinese cuisine, which has significantly influenced Indonesian culinary traditions. This study aims to investigate the effect of restaurant names and halal claims in Chinese restaurants, as well as to determine the important construct that builds the consumer's perception i.e. perceived authenticity, halal brand trust, and perceived value. This study employs a mixed method, done by quantitative research of 200 respondents and followed by qualitative research of interviewing 30 respondents. Quantitative analysis of two-way ANOVA and Scheirer-Ray-Hare were done, along with qualitative analysis of grounded theory approach. The results showed that the restaurant name and halal claim do impact positively on perceived authenticity, halal brand trust, and perceived value. This study also serves as a suggestion for business owners and managers on which elements to consider on in a Chinese restaurant.