<![CDATA[The halal fashion industry in Indonesia is growing rapidly as young Muslims become more aware of the halal lifestyle. Previous studies have shown mixed results regard-ing the influence of halal lifestyle, price, and influencer marketing on the interest in buying halal fashion, indicating a research gap, especially in the context of Genera-tion Z in the digital marketplace. This study aims to analyze the influence of these three variables on the interest in purchasing halal fashion on Shopee. Using a quanti-tative approach, data was collected through an online questionnaire from 163 Gener-ation Z respondents who have Shopee accounts and have used them to search for or purchase halal fashion products. The analysis was conducted using SEM-PLS, the results show that halal lifestyle and price have a positive and significant effect on the interest in purchasing halal fashion. Conversely, influencer marketing does not have a significant effect on the interest in purchasing halal fashion. These findings indicate that Gen Z's interest in purchasing halal fashion is mainly influenced by internal and economic factors. This study provides practical implications for producers in design-ing more effective marketing strategies.]]>
Copyrights © 2026
