The Influence of Social Media Marketing and Halal Awareness on Purchase Decisions Among Generation Z at Momoyo Branch Jambi Luar Kota

Nova Rida Wati; Eja Armaz Hardi; Achyat Budianto

doi:10.63922/ijebir.v5i03.3728

Nova Rida Wati UIN Sulthan Thaha Saifuddin Jambi
Eja Armaz Hardi UIN Sulthan Thaha Saifuddin Jambi
Achyat Budianto UIN Sulthan Thaha Saifuddin Jambi

DOI: https://doi.org/10.63922/ijebir.v5i03.3728

Keywords: social media marketing, halal awareness, purchase decisions, Generation Z, Momoyo, Islamic marketing

Abstract

Abstract
This study investigates the influence of social media marketing (SMM) and halal
awareness on the purchase decisions of Generation Z consumers at Momoyo
Branch Jambi Luar Kota. The rapid expansion of digital platforms has fundamentally
transformed how businesses engage consumers, particularly younger demographics
who are both digitally active and value-conscious in their consumption choices.
Employing a quantitative research design, data were collected from 100 respondents
aged 15 29 years using purposive sampling and a Likert-scale questionnaire. Multiple
linear regression analysis was conducted using SPSS version 26. Results indicate
that social media marketing exerts a significant positive effect on purchase decisions
(t = 6.212, p < 0.05), and halal awareness similarly demonstrates a significant
positive influence (t = 4.475, p < 0.05). Jointly, both variables account for 53.0% of
the variance in purchase decisions (F = 56.728, p < 0.05). These findings highlight
the strategic importance of integrating digital marketing efforts with halal product
positioning to effectively influence Muslim Gen Z consumers in Indonesia’s rapidly
evolving halal market.
Keywords: social media marketing, halal awareness, purchase decisions,
Generation Z, Momoyo, Islamic marketing

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