Peran Religious Commitment dalam Hubungan Content Marketing terhadap Minat Beli Kuliner Gen Z Muslim Kota Jambi di TikTok
Keywords:
Purchase Intention, Religious Commitment, Gen Z Muslim, Halal Culinary
Abstract
This study aims to analyze the influence of Content Marketing on culinary buying interest in Gen Z Muslims in Jambi City with Religious Commitment as an intervening variable. This study is important because it shows how digital marketing strategies not only play a role in attracting consumers, but also interacting with the religious values held by Muslim communities. The research uses a quantitative approach with an explanatory research method. Data was obtained through the distribution of questionnaires to 96 Gen Z Muslim respondents who actively use TikTok, then analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) technique with the help of SmartPLS 4.0 software. The results of the study show that Content Marketing has a positive and significant effect on Buying Interest and Religious Commitment. However, Religious Commitment has a negative effect on Buying Interest, thus mediating the relationship between Content Marketing and Buying Interest negatively. These findings confirm that the higher the level of religious commitment a consumer, the more cautious he or she is in responding to culinary marketing content. Thus, culinary business actors need to ensure that the Content Marketing strategy presented is not only visually appealing, but also emphasizes the halal-thayyib aspect to be in harmony with the religious values of Muslim consumers
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Yasika, R., Maftukhatusolikhah, M. & Sumantri, R. (2023). Analisis Keputusan Pembelian Dengan Religiusitas Sebagai Variabel Intervening. Jurnal Iqtisaduna, 9(2), 129–143. https://doi.org/10.24252/iqtisaduna.v9i2.42481
Aduragba, O. T., Cristea, A. I., Phillips, P., Kurlberg, J. & Yu, J. (2022). Religion and Spirituality on Social Media in the Aftermath of the Global Pandemic. Journal of Religion and Spirituality, 1(1), 1–15.
Ariyani, D. F. (2024). Pengaruh Content Marketing TikTok @seamakeup.id dan daya tarik influencer terhadap minat beli produk kosmetik pada Generasi Z di Semarang. . Universitas Islam Sultan Agung.
Azizah, I. & Huda, M. (2022). Pengaruh Content Marketing Of Tiktok Dan E-Wom Terhadap Brand Awareness Dan Minat Beli Produk Umkm Sektor Kuliner Di Kabupaten Pasuruan. JPEK (Jurnal Pendidikan Ekonomi Dan Kewirausahaan), 6(2). https://doi.org/10.29408/jpek.v6i2.6336
Belch, G. E. & Belch, M. A. (2021). Advertising and Promotion: An Integrated Marketing Communications Perspective (12th ed.). McGraw-Hill Education.
Bintang, G. I. & Harjawati, T. (2021). Pengaruh Religiusitas Terhadap Minat Pembelian Produk Halal. Jurnal Ilmiah Mahasiswa (JIMAWA), 1(2), 117–125. https://doi.org/10.32493/jmw.v1i2.10105
Creswell, J. W. & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5th ed.). SAGE Publications.
Dhiyaulhaq, F. J. (2024). Pengaruh label halal, etika bisnis Islam, dan Islamic marketing dalam mempengaruhi minat beli konsumen. UIN Saifuddin Zuhri.
Dinanti, S. (2024). Pengaruh content marketing dan celebrity endorse terhadap minat beli produk fashion Jiniso pada Generasi Z pengguna TikTok di Kota Jambi [Skripsi, Universitas Jambi]. Universitas Jambi.
Elsitasari, R. & Ishak, A. (2021). The Role of Religious Commitment, Religious Self-Identity on Consumer’s Willingness to Pay for A Halal Product. Journal of Business and Management Review, 2(4), 289–302. https://doi.org/10.47153/jbmr24.1232021
Fadhilah & Saputra, G. G. (2021). Pengaruh Content Marketing dan E-WoM pada Media Sosial TikTok terhadap Keputusan Pembelian Generasi Z. INOVASI, 17(3), 505–512.
Febriandika, R. N., Wijaya, V. & Hakim, L. (2023). Gen-Z Muslims’ purchase intention of halal food: Evidence from Indonesia. Innovative Marketing, 19(1), 13–25. https://doi.org/10.21511/im.19(1).2023.02
Ghozali, I. & Latan, H. (2020). Partial Least Square : Konsep, Teknik dan Aplikasi Smart PLS 2.0 M3. Badan Penerbit Universitas Diponegoro.
Ghozali, Imam. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS (9th ed.). Badan Penerbit Universitas Diponegoro.
Hair, J. & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027. https://doi.org/10.1016/j.rmal.2022.100027
Hair, J. F., Hult, G. T. M., Ringle, C. M. & Sarstedt, M. (2019). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). Sage Publications.
Hasan, A. (2013). Marketing dan kewirausahaan. Ghalia Indonesia.
Hidayat, Z., Hasan Matsum & Azhari Akmal Tarigan. (2023). Gen-Z Muslims, Social Media And Formless-Spiritual: An Explorative Study of Mosque Youth in Medan City. Jurnal Sosiologi Agama, 17(1), 17–32. https://doi.org/10.14421/jsa.2023.171-02
Listiyani, F., Haque, M. G. & Nurochani, N. (2023). Pengaruh Content dan Review Marketing Tiktok Terhadap Keputusan Membeli Makanan Halal Gen Z: Studi di Wilayah Jakarta Selatan. Jurnal Ekonomi Efektif, 5(3), 494. https://doi.org/10.32493/JEE.v5i3.29509
Nora, L. & Sriminarti, N. (2023). The Determinants of Purchase Intention Halal Products: The Moderating Role of Religiosity. Journal of Consumer Sciences, 8(2), 220–233. https://doi.org/10.29244/jcs.8.2.220-233
Pulizzi, J. & Barrett, N. (2009). Get Content Get Customers: Turn Prospects into Buyers with Content Marketing. McGraw Hill Professional.
Putri, R. N. A. (2024). Halal Labels and Religious Commitment: Their Impact on Bottled Water Purchases. Journal of Business and Management Review, 5(8), 670–690. https://doi.org/10.47153/jbmr.v5i8.1077
Robiansyah, R., Khotimah, K., Sandy, A. T. & Zainurossalamia, S. (2025). The Roles of Islamic Content Quality and Physical Attractiveness of Muslim Influencer on Social Media Consumption: Likeability as Mediator. Media Ekonomi Dan Manajemen, 40(1), 42. https://doi.org/10.56444/mem.v40i1.5244
Schiffman, L. G. & Kanuk, L. L. (2008). Consumer behavior (7th ed.). Pearson Prentice Hall.
Sidanti, H., Asmike, M. & Mohammad Mahfudz Alkarimy, N. (2023). The Influence of Halal Certification and Religiosity on Interest in Buying Mixue Products Through Attitude as an Intervening Variable (Study of Communities in Madiun City). International Journal of Science, Technology & Management, 4(5), 1188–1196. https://doi.org/10.46729/ijstm.v4i5.949
Singarimbun, M. & Effendi, S. (2006). Metode penelitian survei. LP3ES.
Sudarsono, H., Ikawati, R., Azizah, S. N., Sujono, R. I. & Fitriyani, Y. (2024). Muslim Generation Z’s purchase intention of halal cosmetic products in Indonesia. Innovative Marketing, 20(4), 13–24. https://doi.org/10.21511/im.20(4).2024.02
Sukamto, S. M. A. & Wijaksana, T. I. (2023). Iklan Melalui Youtube dan Minat Beli Produk. Jurnal Riset Dan Aplikasi: Akuntansi Dan Manajemen, 2(2). https://doi.org/10.33795/jraam.v2i2.168
Wiska, M., Resty, F. & Fitriani, H. (2022). Analisis Content Marketing Dan Electronic Word Of Mouth (E-Wom ) Terhadap Keputusan Pembelian Generasi Z Pada Media Sosial Tik-Tok (Studi Kasus Generasi Z Kabupaten Dharmasraya). Manajemen Dewantara, 6(2), 153–162. https://doi.org/10.26460/md.v6i2.12524
Worthington, E. L., Wade, N. G., Hight, T. L., Ripley, J. S., McCullough, M. E., Berry, J. W., Schmitt, M. M., Berry, J. T., Bursley, K. H. & O’Connor, L. (2003). The Religious Commitment Inventory-10: Development, refinement, and validation of a brief scale for research and counseling. Journal of Counseling Psychology, 50(1), 84–96. https://doi.org/10.1037/0022-0167.50.1.84
Yasika, R., Maftukhatusolikhah, M. & Sumantri, R. (2023). Analisis Keputusan Pembelian Dengan Religiusitas Sebagai Variabel Intervening. Jurnal Iqtisaduna, 9(2), 129–143. https://doi.org/10.24252/iqtisaduna.v9i2.42481
Published
2025-09-08
How to Cite
Sari, P., Fitri, L., Syeftiani, T., & Yacob, S. (2025, September 8). Peran Religious Commitment dalam Hubungan Content Marketing terhadap Minat Beli Kuliner Gen Z Muslim Kota Jambi di TikTok. JOURNAL OF SHARIA ECONOMICS, 7(1), 285-304. https://doi.org/https://doi.org/10.35896/jse.v7i1.1117
Section
Articles
