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June 19, 2025
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September 29, 2025
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October 2, 2025
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Abstract

Purpose – This study evaluates the influence of halal certification and Islamic marketing strategies on the purchase intention of MSMEs culinary products, with Gen Z consumer behavior as a mediating variable. The Islamic marketing approach references the SGIE 2023 Halal Lifestyle Marketing Mix (HLMM), which integrates the principles of amanah, taqwa, ihsan, and adl into the 4Ps framework.
Methodology – Primary data were collected from Muslim respondents aged 17–26 years in West Java, a province promoting halal tourism and MSMEs growth. Structural Equation Modeling (SEM) was employed to test the proposed model.
Findings – Halal certification significantly enhances consumer behavior, which in turn drives purchase intention. However, a negative direct effect of halal certification on purchase intention suggests a full mediation effect, where halal certification for MSMEs boosts Gen Z purchase intention only when it shapes how they think and act. Islamic marketing strategies also show a positive, albeit smaller, effect on consumer behavior and purchase intention.
Implications – Government efforts focusing solely on MSME certification could trigger consumer skepticism and discourage purchases. Therefore, initiatives must be coupled with Islamic marketing strategies that translate halal labels into meaningful consumer value.
Originality – This study advances the Theory of Planned Behavior (TPB) by modeling consumer behavior as a second-order construct and operationalizing Islamic marketing through the Halal Lifestyle Marketing Mix (HLMM). Focusing on MSMEs offers a novel perspective on how enterprises with typically weak brand identities can leverage the halal label as a market signal that shapes consumer intention.

Keywords

Halal certification Consumer behavior Islamic marketing strategy Purchase intention MSMEs

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Copyright (c) 2025 Nur Imam Saifuloh, Nimas Ayu Arumbinang

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Author Biographies

Nimas Ayu Arumbinang, Management Study Program, Sekolah Tinggi Ilmu Ekonomi Mulia Pratama, Bekasi, Indonesia

Nimas Ayu Arumbinang is a doctoral candidate in Environmental Science at University of Indonesia and a lecturer in the Department of Management at STIE Mulia Pratama. Her research centers on circular economy and resource management, with a particular emphasis on sustainable production and consumption (SDG 12). She works collaboratively across disciplines that integrates environmental science, public policy, and management to support evidence-based sustainability transitions.

Nur Imam Saifuloh, Management Study Program, Sekolah Tinggi Ilmu Ekonomi Mulia Pratama, Bekasi, Indonesia

Dr. Nur Imam Saifuloh, S.E., M.E. is a lecturer and researcher at STIE Mulia Pratama Bekasi, West Java, Indonesia. He holds a Ph.D. in Economics from Hasanuddin University. His research interests include regional economics, development planning, public finance, and Islamic economic studies. In addition to teaching, he actively engages in community empowerment programs and policy-based research related to local development. He currently serves as the Head of the Master of Management Program at STIE Mulia Pratama.

How to Cite
Arumbinang, N. A., & Saifuloh, N. I. (2025). It’s giving halal: Gen Z behavior bridging halal certification and MSMEs’ purchase intention. Review of Islamic Social Finance and Entrepreneurship, 4(2), 105–123. https://doi.org/10.20885/RISFE.vol4.iss2.art2
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