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All Journal Jurnal Ekonomi Syariah Pelita Bangsa ICO EDUSHA International Conference on Islamic Economic Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Cakrawala Akademika
Norma Rosyidah
STAI AN NAJAH INDONESIA MANDIRI SIDOARJO
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Pengaruh E-WOM, Halal Awareness, Influencer Muslim, dan Lifestyle Halal Terhadap Purchase Decision Fashion Muslim Lokal di Aplikasi Tiktok pada Generasi Z Nita Puspitasari; Norma Rosyidah
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 1 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i1.10659

Abstract

This study aims to examine the influence of Electronic Word of Mouth (E-WOM), Halal Awareness, Muslim Influencers, and Halal Lifestyle on Purchase Decisions of Local Muslim Fashion on the TikTok App among Generation Z. A quantitative approach was used, collecting data through questionnaires from 150 Generation Z respondents who actively transact on TikTok Shop. The results of the regression analysis showed that E-WOM, Muslim influencers, and halal lifestyle have a positive and significant influence on purchase decisions, while halal awareness has a negative but insignificant influence. These findings indicate that digital recommendations, social influence from influencers, and halal lifestyle play a significant role in shaping Generation Z's purchase decisions. In contrast, halal awareness is not traditionally a major factor in their decisions, reflecting the changing preferences of young consumers who prioritize social aspects and lifestyle trends. The practical implications of this study emphasize the importance of a digital marketing strategy that combines the power of E-WOM and Muslim influencers with contextual and engaging halal value adjustments on the TikTok platform.
Co-Authors Abdul Munir Alfira Dwi Astuti Ani Yuliani Annisa Della Vernon Dinda Rizky Meidiana Fadlatul Wasilah Hazra Destatiandra Mokhammad Fazar Natasha Samantha Nita Puspitasari Nizma Zaqlulsya Nur Hidayana Hafid Nurina Alfi Nihayah Salsabila Putri Damayanti Shinta Dwi Agustin Siti Nuraeni Siti Nuraeni Sufiyani Titin Saidah Yoga Bayu Nugroho Yuanita Dwi Salfahera Ariana