The Role of Social Media in Promoting Halal Fashion Among The Youth Generation

Dwiana Syifa Rahmania; Prima Dwi Priyatno

doi:10.33367/at-tamwil.v7i2.8061

Authors

Dwiana Syifa Rahmania Universitas Pembangunan Nasional Veteran Jakarta
Prima Dwi Priyatno Universitas Pembangunan Nasional Veteran Jakarta

DOI:

https://doi.org/10.33367/at-tamwil.v7i2.8061

Keywords:

Media, Halal Fashion, Youth Generation, Digital Marketing, Modesty Fashion

Abstract

Purpose – This study aims to explore the role of social media in promoting halal fashion among the youth generation, particularly focusing on the influence of digital platforms on purchasing behavior and perceptions of modest fashion. The research seeks to understand how fashion brands utilize social media to target young Muslim consumers and the effectiveness of these strategies in promoting halal lifestyles.

Design/Methods/Approach – A qualitative approach was employed, utilizing a comprehensive literature review to analyze existing studies and theories on halal fashion, social media marketing, and consumer behavior. Various academic journals, books, and credible online sources were examined to gather relevant data.

Findings – The study finds that social media platforms, such as Instagram, TikTok, and YouTube, significantly influence Muslim youth’s fashion choices. Social media not only serves as a marketing tool but also facilitates community engagement and education around halal fashion. Influencer marketing plays a crucial role in shaping purchasing intentions, while challenges regarding authenticity and consumer trust are evident.

Research Implications/Limitations – The study's limitations include its reliance on secondary data and the evolving nature of social media trends, which may affect the long-term applicability of the findings. Additionally, the research focuses primarily on Indonesian youth, which may limit its generalizability to other regions.

Originality/Value – This study contributes to understanding how social media influences halal fashion consumption, shedding light on the intersection of religious values, modern trends, and digital marketing strategies. It offers insights for halal fashion brands on effectively engaging young Muslim consumers. Future research could explore the role of emerging platforms and consumer behavior changes in the halal fashion market.

References

Affa, A. S., & Khasanah, E. S. (2025). Halal Fashion and Gen Z: Driving Sustainability Through Lifestyle. E3S Web of Conferences, 622, 1–10. https://doi.org/10.1051/e3sconf/202562204006

Ahmad Muqorobin, Adinda Muftiviany Nur Jamilah, Inna Putri Istiqomah, Alawiye Habeebulah Olawale, & Bello Sani Yahuza. (2025). Fashion and Lifestyle Trends on the Purchase of Muslim Women’S Clothing With Religiosity As an Intervention Variable. FINANSIA : Jurnal Akuntansi Dan Perbankan Syariah, 8(1), 57–72. https://doi.org/10.32332/finansia.v8i1.10148

Aisyah, S. D., & Binark, M. (2016). The Role of Social Media for E-Commerce in Indonesia. Economic and Business Horizon, 3(3), 90–95. https://journal.lifescifi.com/index.php/ebh/article/view/508

Alam, Hendriadi, Suwardi, Islamiyah, & M. (2023). Analysis Social Media, Halal Marketing and Consumer Behavior (Study in Fashion and Cosmetic Product). Ar-Ribh: Jurnal Ekonomi Islam, 06(02), 80–85.

Alam, A., Bulan, L. C., & Hakim, L. (2025). The Effect of Content Duration and Subtitles of TikTok Live Social Media Marketing on Word of Mouth Online Halal Fashion Products. International Review of Management and Marketing , 15(2), 224–229. https://doi.org/10.32479/irmm.17813

Ali, A., Azzam, A., Khalfan, H., & Rahmawati, R. (2025). Analysis of the Influence of Islamic Values on the Consumer Culture of Muslim Students. Seriat Ekonomisi, 2(2), 52–60. https://doi.org/10.35335/gm79tv57

Azzahroh, M., & Khasanah, I. (2024). Halal Lifestyle Education in Food and Fashion Aspects for Today’s Teenagers in Pandansari Village Batang. 3(2), 318–323.

Basya, N. T., & Ashfia, A. (2024). Cross-Cultural Aesthetics : Integrating Abaya and K-Fashion in Contemporary Muslim Fashion Design. 2023.

Faizah, I., Fariha, A., & Alimov, M. T. (2023). Youth Attitudes Towards Halal Products: Wake-Up Call for Businesses (Vol. 1). Atlantis Press SARL. https://doi.org/10.2991/978-2-38476-052-7_78

Fitria, T. N. (2025). E-Commerce Marketing Strategies: Exploring Promotional Tools in the Muslim Fashion Industry. Jurnal Ilmiah Ekonomi Islam, 11(02), 1–19.

Hidayah, S., & Minarti, S. (2025). Influence of Fashion Trends on Social Behavior: An Islamic Educational Perspective Among University Students. Business and Applied Management Journal, 2(2), 71–80. https://doi.org/10.61987/bamj.v2i2.505

Mahira Nasution, H., Inda, T., Rahma, F., & Inayah, N. (2025). Hafizah Mahira Nasution 363. 363–389.

Maziyyah, N., Uula, M. M., & Rusydiana, A. S. (2023). Halal Fashion in Indonesia as A Business Industry. Business and Sustainability, 2(1). https://doi.org/10.58968/bs.v2i1.322

Mutmainah, & Romadhon, M. R. (2023). Influence of Halal Lifestyle, Islamic Branding, and Social Media Marketing on Muslim Fashion Purchasing Decisions. Airlangga Journal of Innovation Management, 4(2), 158–171. https://doi.org/10.20473/ajim.v4i2.49714

Nazarie, W. N. F. W. M., Khairudin, U. N., & Hartono, A. (2025). The Influence of Digital Marketing on Islamic Fashion Consumption: Investigating Millennials’ Trust in Digital Influencers. International Journal of Islamic Business, 10(1), 28–43. https://doi.org/10.32890/ijib2025.10.1.3.

Ningsih, E. Y., & Faraby, M. E. (2025). The Influence of Halal Lifestyle, Fashion Trends, and Viral Marketing on Gen Z Muslim Fashion Purchasing Decisions. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(2), 6538–6555. https://doi.org/10.31538/iijse.v8i2.7305

Pali, K. A. . (2000). Metodelogi penelitian. Repository. Radenfatah. Ac. IdVW SujarweniYogyakarta. Pustaka Baru Perss,2014 Repository. Radenfatah. Ac. Id., 27–44. https://repository.unsri.ac.id/106058/

Purnomowati, I. (2024). Indah Purnomowati: Halal Social Media…. 15(2), 123–138.

Purwaningwulan, M. M., Suryana, A., Wahyudin, U., & Dida, S. (2019). The existence of social media as a promotional media in the Hijab image revolution in Indonesia. Library Philosophy and Practice, 2019.

Putri, E. E. S., Amarudin, A. A., Ashlihah, A., Ismail, N. S., & Hamid, A. M. (2025). Digital Branding Strategy for Halal Fashion Products in Increasing Marketing. ADILLA : Jurnal Ilmiah Ekonomi Syari’ah, 8(1), 40–60. https://doi.org/10.52166/adilla.v8i1.6630

Shabbir, H., & Shabbir, M. (2024). Halal Media ’ s Impact on Muslim Identity and Community : An Exploratory Study through the Lens of Islamic Values Halal Media ’ s Impact on Muslim Identity and Community : An Exploratory Study through the Lens of Islamic Values. 05(03), 52–66.

Siregar, E. A., Tullaili, M., & Afdal, Z. (2025). Social Media on Islamic Lifestyle Trends: A Systematic Literature Review. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(1), 2270–2286.

Sugiyono. (2010). Metodologi Penelitian Kuantitatif, Kualitatif dan R & D.

Supriani, I., Ninglasari, S. Y., & Iswati, S. (2025). How social media influencers form Muslim consumers’ halal cosmetics purchase intention: religiosity concern. Journal of Islamic Marketing, 16(2), 502–525. https://doi.org/10.1108/JIMA-02-2024-0085

Thariq, D., Nuraeni, E., Aisah, S., & Derajat, S. P. (2025). Pengaruh Gaya Hidup Halal dan Pemasaran Media Sosial Terhadap Keputusan Pembelian Busana Muslim. Jurnal Krakatau Indonesian of Multidisciplinary Journals, 3(1), 180–191. https://jurnal.desantapublisher.com/index.php/krakatau/article/view/432

Yuliani, I., Amin, M., & Savitrah, R. M. (2023). Young Muslim Consumer Behavior on Digital Platform: What can be Learned for Developing Halal Product? EKONOMIKA SYARIAH : Journal of Economic Studies, 7(2), 144. https://doi.org/10.30983/es.v7i2.7576