Factors Influence on the Buying Interest among Muslim Consumers of Micro, Small and Medium Enterprises' Snacks in Pasar Lama Tangerang, Indonesia

Abstract

Pasar Lama Tangerang is a famous culinary destination in Tangerang that has been attracting tourists for decades. MSMEs (Micro, Small and Medium Enterprises) in the existing food and beverage sector dominate the market and attract interest from various groups. This study aims to examine the influence of Attitudes, Social Factors, Behavioral Control, Religiosity, and Location on Interest in Buying Snacks for Muslim Consumers in Pasar Lama Tangerang. The research involved distributing questionnaires to 100 Muslim consumers, using a non-probability sampling method known as Purposive Sampling. The collected data were analyzed using multiple linear regression analysis in the SPSS program. The results of the study show that social factors and behavioral control have a significant effect on the buying interest of Muslim consumers. Meanwhile, Attitude, Religiosity and Location do not show a significant influence on the buying interest of Muslim consumers at Pasar Lama Tangerang.