From Scroll to Purchase: Dampak Social Media Marketing, Persepsi Label Halal, dan Gaya Hidup terhadap Pembelian Kosmetik Lokal di Kalangan Gen Z Surabaya
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Abstract
Industri kosmetik halal di Indonesia mengalami pertumbuhan pesat, terutama di kalangan Generasi Z yang sangat dipengaruhi oleh konten digital dan pola konsumsi yang selaras dengan nilai-nilai religius. Tujuan penelitian ini untuk menganalisis dampak Social Media Marketing, persepsi label halal, dan gaya hidup pada keputusan pembelian produk Azarine pada konsumen Generasi Z di Kota Surabaya. Dalam riset ini, pendekatan kuantitatif diimplementasikan dengan strategi penarikan sampel non-probabilitas, khususnya teknik purposive sampling. Sebanyak 160 responden dipilih sebagai sampel penelitian. Pengolahan data menggunakan software SmartPLS 3. 0, dengan metode PLS-SEM. Hasil menunjukkan bahwa Social Media Marketing berpengaruh positif dan signifikan terhadap keputusan pembelian serta memiliki pengaruh positif terhadap persepsi terhadap persepsi label halal. Persepsi label halal juga terbukti berpengaruh positif signifikan terhadap keputusan pembelian. Selain itu, gaya hidup menunjukkan pengaruh positif dan signifikan terhadap keputusan pembelian. Seluruh jalur yang dianalisis menunjukkan efek yang signifikan. Perolehan ini mendukung kerangka teori Stimulus-Organism-Response (S-O-R), di mana Social Media Marketing bertindak sebagai stimulus, persepsi label halal dan gaya hidup sebagai respons psikologis (organism), dan keputusan pembelian sebagai respons akhir konsumen.
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