Strategi Pemasaran Produk Halal di TikTok Shop terhadap Perilaku Konsumen Muslim Gen Z
Halal Product Marketing Strategy on TikTok Shop for Gen Z Muslim Consumer Behavior
DOI:
https://doi.org/10.34306/alwaarits.v2i2.892Kata Kunci:
Pemasaran Halal, TikTok Shop, Generasi Z Muslim, Perilaku Konsumen, Nilai ReligiusAbstrak
Perkembangan platform digital seperti TikTok Shop membuka peluang baru bagi pemasaran produk halal di Indonesia. Generasi Z Muslim, yang dikenal aktif secara digital dan memiliki kesadaran religius yang tinggi, menjadi target potensial bagi pelaku usaha halal. Penelitian ini bertujuan untuk mengkaji efektivitas strategi pemasaran produk halal di TikTok Shop dalam memengaruhi perilaku konsumen Gen Z Muslim. Metode yang digunakan adalah pendekatan kuantitatif melalui penyebaran kuesioner daring kepada mahasiswa Muslim berusia 17–25 tahun yang aktif berbelanja di TikTok Shop. Hasil menunjukkan bahwa konten pemasaran yang menggabungkan nilai-nilai religius, narasi emosional, dan gaya visual yang menarik memiliki dampak signifikan terhadap minat beli dan loyalitas konsumen. Temuan ini menunjukkan pentingnya personalisasi konten dan keaslian brand dalam menarik perhatian Gen Z Muslim. Penelitian ini memberikan kontribusi terhadap pengembangan strategi pemasaran halal yang kontekstual dan responsif terhadap dinamika media sosial serta perilaku konsumen digital masa kini.
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