Purchase Intention Halal Food in Online Shop Among Gen Z Muslims: The Role of Halal Awareness, Sales Promotion Display, Social Media Marketing, and Endorser’s Persuasiveness

Abstract

This study aims to determine the effect of halal awareness, sales promotion display, social media marketing, and endorser’s persuasiveness on purchase intention in online shop among Gen Z Muslims. A quantitative approach was used to collect data by applying the instruments adopted from previous studies. The research data is elicited from 150 Gen Z Muslim consumers of halal food in Central Java, Indonesia. The statistic technique is using Partial Least Squares Path Modeling (PLS-SEM). The results of the study using the PLS-SEM model show that the variables of halal awareness, display of sales promotions, and social media marketing influence the variable of purchase intention in online shop. Meanwhile, endorser’s persuasiveness has no effect on purchase intention in online shop. As a result of this study, marketers can pay attention to the halal concept in the manufacture of food products, present attractive views and content on social media and choose endorsers who have high credibility and popularity to encourage customer purchase intention.