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All Journal INFERENSI Asy-Syir'ah: Jurnal Ilmu Syari'ah dan Hukum At-tijaroh: Jurnal Ilmu Manajemen dan Bisnis Islam Iqtishadia: Jurnal Kajian Ekonomi dan Bisnis Islam Jurnal Abdimas ADPI Sosial Dan Humaniora Indonesian Journal of Business Analytics (IJBA) Bulletin of Management and Business Asian Journal of Management Analytics Indonesian Journal of Advanced Research (IJAR)
Anita Rahmawaty
Institut Agama Islam Negeri Kudus
Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Asian Journal of Management Analytics

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An Integrated TAM–TPB Model for Gen Z Muslims' Purchasing of Halal Products on Social Commerce Platforms Rahmawaty, Anita; Saputri, Dilla Ajeng Diah
Asian Journal of Management Analytics Vol. 4 No. 4 (2025): October 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v4i4.15341

Abstract

This study aims to develop a model of halal product purchasing behavior on social commerce platforms by integrating the TAM (Technology Acceptance Model) and TPB (Theory of Planned Behavior) models, as well as additional variables of halal lifestyle and privacy awareness. Data were collected from 450 Gen Z Muslim respondents in Central Java, Indonesia, and analyzed using PLS-SEM, a technique effective in evaluating construct validity, reliability, and inter-variable relationships. The results indicate that perceived usefulness and privacy awareness significantly influence attitudes toward purchasing halal products, while perceived ease of use does not have a significant effect. The TPB factors (attitude, subjective norm, and perceived behavioral control) together with privacy awareness were found to form strong behavioral intention. Conversely, halal lifestyle does not significantly influence behavioral intention. However, halal lifestyle, perceived behavioral control, and behavioral intention significantly contribute to explaining halal product purchase behavior. These findings suggest that social commerce platforms should strengthen features supporting halal lifestyles and enhance app usability as strategies to deepen consumer engagement and strengthen business performance in the halal market.
Co-Authors Ahamed, Forbis Anggie Nurulita Aryanti Muhtar Kusuma Dilla Ajeng Diah Saputri Eni Kusrini Hana, Kharis Fadlullah Hidayatum Muafiyah Husnurrosyidah, Husnurrosyidah Kharis Fadlullah Hana Khoirunnisa, Awaliyatu Kiswati, Kiswati Notoadmojo, Iqbal PUJI ASTUTIK Rakhmawati, Ita Saputri, Dilla Ajeng Diah Sari, Sisca Apriliana Siti Zulfa Nadiya Supriyono, Ziana Fitri taufikin, taufikin Wahibur Rokhman Widi Savitri Andriasari Yasin, Yasin