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All Journal Journal of Digital Marketing and Halal Industry Jurnal Pengabdian kepada Masyarakat
Vita Briliana
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Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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KUNCI SUKSES MENINGKATKAN PRESTASI AKADEMIK SISWA SMA : STRATEGI BELAJAR YANG EFEKTIF Vita Briliana; Ricky A. Mulyana; Agustinus Sri Wahyudi; Fung Jin Tjhai
J-ABDI: Jurnal Pengabdian kepada Masyarakat Vol. 4 No. 7: Desember 2024
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/jabdi.v4i7.9339

Abstract

Di era digital, siswa siswi menghadapi tantangan pembelajaran baru yang memerlukan strategi yang efektif. Memahami materi secara mendalam dan menerapkannya dalam kehidupan sehari-hari sangat penting untuk mencapai kesuksesan. Tujuan kegiatan PKM ini untuk memfasilitasi kerjasama dan kemitraan antara pimpinan SMA Santu Petrus Pontianak, Kalimantan Barat, dan Trisakti School of Management, sehingga dosen dapat meningkatkan kompetensi sosial. Peran kegiatan pengabdian kepada masyarakat adalah sebagai wadah bagi para pengajar untuk berbagi ilmu kepada masyarakat, memberikan tidak hanya strategi pembelajaran persiapan siswa sekolah menengah untuk melanjutkan studi sesuai minat, bakat, tetapi juga untuk memotivasi yang pada akhirnya meningkatkan prestasi akademik
Evolving Digital Consumption Behavior of Generation Z Muslim Consumers in the Halal Cosmetics Market Vita Briliana
Journal of Digital Marketing and Halal Industry Vol. 7 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Islam UIN Walisongo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21580/jdmhi.2025.7.2.25537

Abstract

The growing awareness of halal lifestyles has transformed halal cosmetics in Indonesia from a mere trend into a daily necessity. Despite increasing demand, limited studies have explored the behavioral drivers influencing Generation Z Muslim consumers' online purchasing decisions for halal cosmetic products. This study aims to identify and analyze the relationships among key antecedents—religious commitment, halal marketing, halal certification, and celebrity endorsement—and determine which factor most strongly influences purchasing behavior. Data were collected through a standardized questionnaire distributed to 280 female Generation Z Muslim respondents across Indonesia. The relationships and hypotheses were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that religious commitment, halal marketing, and halal certification have a significant influence on online purchase decisions, while celebrity endorsement has a minimal impact. These findings highlight the growing perception of halal as both a religious obligation and a trusted quality assurance for beauty products. The study contributes to a deeper understanding of digital consumer behavior in the halal industry, providing practical insights for marketers and policymakers seeking to strengthen halal brand positioning.
Co-Authors Agustinus Sri Wahyudi Fung Jin Tjhai Ricky A. Mulyana