Shaka Fitra Adiba, . (2025) DETERMINAN PREFERENSI KONSUMSI GENERASI Z PADA FESYEN MUSLIM LOKAL DI TENGAH ISU BOIKOT. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Fashion has become a consumption priority for Generation Z as a basic needs. It’s also one of the most favored trends among this generation, indicating growth in the fashion industry. However, Generation Z’s consumption preferences show unique patterns, as their fashion choices are strongly influenced by several factors. In addition, the boycott movement against Israeli products plays an important role in shaping their preference for local Muslim fashion. This study aims to analyze the influence of social media, price, and halal brand reputation on Generation Z’s consumption preferences for local Muslim fashion amid the boycott of pro-Israel products. The research uses a quantitative method through a questionnaire with purposive sampling involving 160 respondents. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS - SEM) with SmartPLS 4.0. The results show social media and price positively significantly affect consumption preferences stronger social media exposure and prices that align with product quality increase the likelihood of Generation Z choosing local Muslim fashion. Conversely, halal brand reputation does not have a significant effect, indicating that halal value is not yet a primary factor in consumption decisions. The study is limited to Generation Z respondents, selected variables, and self-reported data accuracy. Keywords: boycott, consumption preference, halal brand reputation, price, social media.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210116008] [Pembimbing: Prima Dwi Priyatno] [Ketua Penguji : Tati Handayani] [Penguji 1: Diva Azka Karimah] |
| Uncontrolled Keywords: | Boycott, Consumption preference, Halal brand reputation, Price, Social media. |
| Subjects: | B Philosophy. Psychology. Religion > BL Religion B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1) |
| Depositing User: | SHAKA FITRA ADIBA |
| Date Deposited: | 31 Mar 2026 07:07 |
| Last Modified: | 31 Mar 2026 07:07 |
| URI: | http://repository.upnvj.ac.id/id/eprint/41160 |
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