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All Journal Balanca : Jurnal Ekonomi dan Bisnis Islam
Ach. Bakir
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Economics, Econometrics & Finance

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Digital Content Marketing and Halal Skincare Consumption: A Systematic Literature Review of Generation Z Behavior in Indonesia Sofiyah, Siti; Ach. Bakir; Ulum, Bahrul
Balanca : Jurnal Ekonomi dan Bisnis Islam Vol. 8 No. 1 (2026): Balanca: Jurnal Ekonomi dan Bisnis Islam
Publisher : Institut Agama Islam Negeri Parepare

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35905/balanca.v8i1.16595

Abstract

The massive digital transformation in Indonesia’s local skincare industry has positioned content marketing as a critical tool for engaging Generation Z. While conventional marketing studies focus on psychological triggers, this research addresses a significant gap by integrating Islamic business ethics into the digital marketing discourse. This study aims to analyze and synthesize the effectiveness of various digital content marketing strategies through the lens of Siddiq (integrity), Tabligh (transparency), and the mitigation of Gharar (uncertainty). Employing a Systematic Literature Review (SLR) with the PRISMA protocol, 22 final articles were selected within the 2019–2025 timeframe. Findings reveal that the integration of educational and entertainment content (shoppertainment) is most effective when it fulfills the producer's moral responsibility for honest product literacy. Furthermore, User-Generated Content (UGC) acts as a mechanism for social control and transparency in modern muamalah, significantly reducing information asymmetry. The study concludes that for local skincare brands to thrive in an Islamic business model, they must transition from mere sales persuasion to ethical communication anchored in halalan-thayyiban standards.
Co-Authors Abdul Mannan, Siti Sofiyah Bahrul Ulum