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Journal : IIJSE

The Influence of Halal Lifestyle, Fashion Trends, and Viral Marketing on Gen Z Muslim Fashion Purchasing Decisions Eva Yulia Ningsih; Muhammad Ersya Faraby
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 2 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i2.7305

Abstract

Seeing the condition of Indonesian society, which is predominantly Muslim, presents a great opportunity for the development of Muslim fashion because the interest of every Muslim in Muslim fashion products is starting to increase, and the advancement of technology has also helped in the marketing of Muslim fashion products. This research aims to analyze the influence of halal lifestyle, fashion trends, and viral marketing on the purchasing decisions of Muslim clothing by generation Z in Bangkalan City. This research uses a quantitative method with multiple linear regression analysis techniques and classical assumption tests. The data used are primary data collected through the distribution of questionnaires. The research sample consisted of 107 respondents who met certain criteria using purposive sampling technique. The research results show that halal lifestyle and viral marketing partially influence purchasing decisions, while fashion trends do not affect the purchasing decisions of Muslim clothing. The coefficient of determination test results showed that halal lifestyle, fashion trends, and viral marketing simultaneously have a 48.6% influence on the purchasing decisions of Muslim clothing. This research can provide insights to Muslim fashion business practitioners to develop more effective marketing strategies to succeed in the Muslim fashion market.
Co-Authors A Halim Abd Faqih Abel Fitriyaningrum Adinda Rifantini Agus Sururi Ahmad Fikri Hasan Ahmad Makhtum Ahmad Makhtum Amalia Putri Geta Sahani Ana Sofiya Angga Maulana Firmansyah Anisa Lestari Anisa Putri Arief Tegar Saputra Arikatun Maimunah Attabik Syifaul Jinan Aviananda, Della Ika Azizah Azizah Azzah Rahmalia Nabilah Badrus Zaman Badrus Zaman Bariroh, Nisaul Chasna Noer Setyani Citra Nur Islamiyah Dahruji Della Ika Aviananda Dewi Eka Mustika Sari Deykha Aguilika Dian , Dian Dwi Putri Ayu Nur Aini Dyah Ayu Rahmawati Elisa Tri Rahayu Eva Yulia Ningsih Fahriya, Fahriya Fatmi Itsnaini Fatonah Faziani, Maftukhatul Febiola Anggun Tri Setyo Fitriyani, Endang Hafiya, Hafiya Halwa, Marliyatul Hawa Gazani Hildah Meliyana Ighfirlii Yaa Ilaahana Junnaidi, Junnaidi Khoirun Salsabila, Salisa Kholilur Rohman Latipah Linawati Lusianah Dhewi Findartika M. Iklal Hafidzi M.Firman Ardiansyah Maftuchatun Najichah Maulana, Muhamad Viki Mega Dewi Sri Utami Mellyna Mustika Rini Mochamad Adittya Mahendra Moh Karim Moh. Rizky Mulyadi Muammalatul Fauzah, Nur Muawanah Muawanah Muh. Syarif MUHAMMAD ANWAR Muslihah Muttaqin Choiri Muzhirul Alam Nabila Ika Ariyanti Nabila, Dhaifunan Nadhirotul Jannah Naurah Intan Fahrani Nor Rifki Riyanto Rifki Nufita Sari, Anggi Nur Milla Nurul Layali Nuzhuliya Mega Avifa Puji Rahayu Puput Purnamasari Putri Firda Febrianti Rahmawati, Dyah Ayu Rania Ningsih Raudlatus Solihin Riski Rahmawati Rusdun Kamil Rusmania, Septi Tri Ryamizard R. Pasolongi Sakha Windya Satria Shabahah El Rojana Siti Inayatul Faiza Siti Inayatul Faiza, Siti Inayatul Siti Munadhifah Siti Nur Rosidah Syauqi, Ubait Taufiqur Rahman Tazkiyah Fuadiyah Umar Gibran A. Umi Khozinatul Khoiriyah Vifin Nadzary A Wahdatul Nadia Rawi Wildan Romdhoni Yudha Dwi Putra Negara, Yudha Zalqira Najarillah Zumrotis Sholihah Zumrotul Latifah