Optimization of Digital Marketing Strategies for Halal Products through Social Media among Gen Z
Optimalisasi Strategi Pemasaran Digital Produk Halal melalui Media Sosial di Kalangan Gen Z
DOI:
https://doi.org/10.34306/alwaarits.v2i2.884Keywords:
Social Media, Digital Da’wah, Community Participation, Instagram, TikTokAbstract
The rapid advancement of digital technology has significantly transformed marketing strategies, including within the growing halal product sector. Generation Z, as digital natives who are highly engaged with technology and social media, has become the primary segment in promoting and consuming halal products in the digital era. This study aims to identify and analyze the most effective digital marketing strategies for reaching Muslim Generation Z through various social media platforms. Using a mixed-method approach, the research combines quantitative analysis from a survey of 200 respondents and qualitative insights from in-depth interviews with 10 participants to explore content preferences, commonly used platforms, and factors influencing halal product purchase decisions. The findings reveal that marketing strategies emphasizing authenticity, education, and emotional engagement are the most effective in capturing attention and building trust among Gen Z consumers. Content that integrates Islamic values with modern visual approaches such as educational short videos, testimonials from Muslim influencers, and interactive features like polls or Q & A sessions proves to enhance audience interaction and loyalty. Based on these findings, this study recommends the implementation of an Islamic Digital Ethics Framework to ensure that halal digital marketing practices remain ethical, transparent, and sustainable, while also contributing to the strengthening of the global halal industry in the era of digital transformation.
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