PENGARUH NILAI, FAKTOR PRODUK, INFLUENCER MEDIA SOSIAL, DAN PEMBAYARAN NON-TUNAI TERHADAP NIAT MENGADOPSI FASHION HALAL BERKELANJUTAN PADA GENERASI Z

Khodijah Husna Nisaail Jannah, NIM.: 22108030036 (2026) PENGARUH NILAI, FAKTOR PRODUK, INFLUENCER MEDIA SOSIAL, DAN PEMBAYARAN NON-TUNAI TERHADAP NIAT MENGADOPSI FASHION HALAL BERKELANJUTAN PADA GENERASI Z. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to examine the influence of personal values, product characteristics, social media influencer roles, and cashless payment systems on Generation Z’s intention to adopt sustainable halal fashion in Indonesia. The analyzed value aspects include Islamic religious value, egoistic value, and environmental value, while external factors consist of perceived quality, price perception, influencer attributes (expertise, trustworthiness, attractiveness), and fintech (cashless payment). This research employs a quantitative explanatory approach involving 333 Muslim Generation Z respondents selected through purposive sampling. Data were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with SmartPLS 4.0 software. The results show that egoistic value, influencer expertise, influencer trustworthiness, and influencer attractiveness have a positive and significant effect on the intention to adopt sustainable halal fashion. In contrast, Islamic religious value, environmental value, perceived quality, price perception, and fintech (cashless payment) have no significant effect. These findings indicate that egoistic factors and influencer credibility play a crucial role in shaping Generation Z’s decision to adopt sustainable halal fashion, whereas Islamic religious values, environmental concern, as well as price and quality factors are not yet the main considerations in their adoption process.

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