The Role of Social Media in Promoting Halal Fashion

Strategic Insights -

Social media platforms have significantly influenced the fashion choices of young Muslim consumers, serving not only as a marketing tool but also facilitating community engagement and education around halal fashion. A recent study conducted by researchers at Universitas Pembangunan Nasional Veteran Jakarta explored the impact of social media on halal fashion consumption among Indonesian youth. The study found that social media influencers play a crucial role in shaping purchasing intentions, but challenges related to authenticity and consumer trust are evident. This research contributes to a deeper understanding of the intersection of religious values, modern trends, and digital marketing strategies in the halal fashion market.

Key Takeaways:

  • Social media platforms, such as Instagram, TikTok, and YouTube, have a significant influence on Muslim youth's fashion choices.
  • Social media serves as a marketing tool and facilitates community engagement and education around halal fashion.
  • Influencer marketing plays a crucial role in shaping purchasing intentions for halal fashion products.
  • Challenges related to authenticity and consumer trust are evident in the halal fashion market.
  • The study relied on secondary data and focused primarily on Indonesian youth, which may limit its generalizability to other regions.
  • Future research could explore the role of emerging platforms and consumer behavior changes in the halal fashion market.
  • The study offers insights for halal fashion brands on effectively engaging young Muslim consumers.

Statistics:

  • 2025: The year the study was conducted.
  • 7: The volume number of the Jurnal At-Tamwil journal where the study was published.
  • 2: The issue number of the Jurnal At-Tamwil journal where the study was published.
  • 248-259: The page numbers of the study in the Jurnal At-Tamwil journal.
  • 7(2):248-259: The full citation for the study in the Jurnal At-Tamwil journal.

Sources:

  • The Role of Social Media in Promoting Halal Fashion Among The Youth Generation. Jurnal At-Tamwil, 2025,7(2):248-259.
  • Universitas Islam Tribakti Lirboyo Kediri.
  • Jurnal At-Tamwil.
  • https://doi-org.sdpl.idm.oclc.org/10.33367/at-tamwil.v7i2.8061.