Halal Product Marketing Strategy on TikTok Shop for Gen Z Muslim Consumer Behavior
Strategi Pemasaran Produk Halal di TikTok Shop terhadap Perilaku Konsumen Muslim Gen Z
DOI:
https://doi.org/10.34306/alwaarits.v2i2.892Keywords:
Halal Marketing, TikTok Shop, Muslim Generation Z, Consumer Behavior, Religious ValueAbstract
The development of digital platforms such as TikTok Shop has opened up new opportunities for marketing halal products in Indonesia. Muslim Generation Z, known for their digital activity and high religious awareness, are a potential target for halal businesses. This study aims to examine the effectiveness of halal product marketing strategies on TikTok Shop in influencing the purchasing behavior of Muslim Gen Z consumers. The method used is a quantitative approach through the distribution of an online questionnaire to Muslim students aged 17–25 who are active shoppers on TikTok Shop. The results show that marketing content that combines religious values, emotional narratives, and attractive visual styles has a significant impact on consumer purchase interest and loyalty. These findings highlight the importance of content personalization and brand authenticity in attracting the attention of Gen Z Muslims. This study contributes to the development of contextual and responsive halal marketing strategies that align with the dynamics of social media and the behavior of today's digital consumers.
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