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(Faculty of Economics, University of Semarang, Indonesia)(2) Totok Wibisono
(Faculty of Economics, University of Semarang, Indonesia)(3) Wawan Setiawan
(Faculty of Economics, University of Semarang, Indonesia)(4) Tri Endang Yani
(Faculty of Economics, University of Semarang, Indonesia)(5) Nunik Kusnilawati
(Faculty of Economics, University of Semarang, Indonesia)*corresponding author
AbstractThe research was conducted to produce a formulation of the concept of
Decision to Buy Halal Products in Generation Z with Digital Marketing as a new paradigm of business success perspective, in New Students of the Faculty of Economics, University of Semarang The Decision to Buy Halal Products in Generation Z was built through efforts to identify the Use of Social Media, Marketing Influencers and Lifestyle with the Understanding of Halal Products as a moderation of the relationship between the Use of Social Media and Lifestyle with the Decision to Buy Halal Products in Generation Z represented by New Students of the Faculty of Economics, University of Semarang. New students of the University of Semarang became the population, while a sample of 175 was calculated using the Lemeshow formula. Medelling Structural Equation (SEM) analysis with the application of the Partial Least Square (PLS) program, namely smartPLS.4.0 is used to prove the hypothesis. The results of hypothesis testing show that the Decision to Buy Halal Products is actualized through the Use of Social Media, Influencer Marketing and Lifestyle. The Use of Social Media, Marketing Influencers and Lifestyle directly has a significant effect on the positive direction of the Decision to Buy Halal Products, Understanding Halal Products is not able to moderate the relationship between the Use of Social Media and Lifestyle in the Decision to Buy Halal Products. The decision to buy Halal products in Generation Z is influenced by the Use of Social Media, Marketing Influencer and Lifestyle by 53.00%. The research model has a QSquare of 0.2809 (>0), which means that the model has strong predictive relevance. Understanding Halal Products in Deciding to Buy Halal Products in Generation Z. KeywordsUnderstanding Halal Products, Influencer Marketing, Lifestyle, Generation Z
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DOIhttps://doi.org/10.29099/ijair.v8i1.1.1317 |
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