TRUSTWORTHINESS, EXPERTISE AND LIKEABILITY TOWARDS HALAL PURCHASING BEHAVIOUR: DOES ATTITUDE MATTER?

vidiyanna, Rizal Putri and Hainnuraqma, Rahim and Nor Balkish, Zakaria and Mohamed Saladin, Abdul Rasool and Hamidah, Muhd Irpan TRUSTWORTHINESS, EXPERTISE AND LIKEABILITY TOWARDS HALAL PURCHASING BEHAVIOUR: DOES ATTITUDE MATTER? JOURNAL OF NUSANTARA STUDIES. ISSN 0127-9319

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Abstract

Consumers prefer to review products and services through social media platforms before purchasing them. Consequently, social media influencers have become essential for advertising and reviewing products and services. Credible sources of information using persuasive messages are deemed as influential in the purchasing behaviours of consumers concerning products and services, especially among Gen Z. This paper examines the factors of social media influencers in the purchasing behaviour towards halal food products among Muslim Gen Z in Malaysia. Significantly, the world halal industry is one of the fastest growing markets, especially in the global market, with an estimated value worth around USD 2.3 trillion (excluding Islamic finance) a year.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Prodi S1 Akuntansi
Depositing User: Mrs. Vidiyanna Rizal Putri
Date Deposited: 17 Jan 2024 02:38
Last Modified: 17 Jan 2024 02:39
URI: http://repository.ibs.ac.id/id/eprint/7354

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