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PERAN INFLUENCER DALAM MEMBENTUK KEPUTUSAN KONSUMSI FASHION HALAL DI ERA DIGITAL (STUDI PADA GENERASI Z MUSLIMAH DI PULAU JAWA)
This study aims to analyze the role of influencers in shaping halal fashion consumption decisions among Muslimah Generation Z in Java Island. This research is motivated by the rapid growth of the halal fashion industry in the digital era and the high intensity of social media usage among Generation Z, which makes influencers a source of information, lifestyle references, and considerations in consumption decisions. This study employs a quantitative approach using a survey method through questionnaires distributed to Muslimah Generation Z in Java Island. The independent variables in this study are influencer credibility, influencer attractiveness, influencer expertise, and influencer value congruence, while the dependent variable is halal fashion consumption decision. Data analysis was conducted using the Structural Equation Modeling–Partial Least Square (SEM-PLS) method. The results show that influencer credibility and attractiveness have a positive effect on halal fashion consumption, whereas expertise, and value congruence have no significant affect halal fashion consumption decisions among Muslimah Generation Z in Java Island. This study is expected to contribute to the development of digital marketing studies based on Islamic economics, particularly in the halal fashion industry.
FAKULTAS EKONOMI DAN BISNIS ISLAM, UIN SUNAN KALIJAGA YOGYAKARTA
PERAN INFLUENCER DALAM MEMBENTUK KEPUTUSAN KONSUMSI FASHION HALAL DI ERA DIGITAL (STUDI PADA GENERASI Z MUSLIMAH DI PULAU JAWA) (Text)
24208011025_BAB-I_IV-atau-V_DAFTAR-PUSTAKA (1).pdf
PERAN INFLUENCER DALAM MEMBENTUK KEPUTUSAN KONSUMSI FASHION HALAL DI ERA DIGITAL (STUDI PADA GENERASI Z MUSLIMAH DI PULAU JAWA) (Other)
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