TRUSTWORTHINESS, EXPERTISE AND LIKEABILITY TOWARDS HALAL PURCHASING BEHAVIOUR: DOES ATTITUDE MATTER?

Abstract

Background and Purpose: Consumers prefer to review products and services through social media platforms before purchasing them. Consequently, social media influencers have become essential for advertising and reviewing products and services. Credible sources of information using persuasive messages are deemed as influential in the purchasing behaviours of consumers concerning products and services, especially among Gen Z. This paper examines the factors of social media influencers in the purchasing behaviour towards halal food products among Muslim Gen Z in Malaysia. Significantly, the world halal industry is one of the fastest growing markets, especially in the global market, with an estimated value worth around USD 2.3 trillion (excluding Islamic finance) a year.   Methodology: This study used the non-probability sampling method in selecting 226 respondents. Data collected were analysed using SPSS.   Findings: Findings showed that social media influencer trustworthiness, expertise and likeability could affect consumers’ attitudes and behaviours towards halal food products. Attitude plays a vital role as a mediator in the relationship of social media influencers' trustworthiness, expertise, and likeability towards purchasing behaviour towards halal food products among Muslim Gen Z in Malaysia.   Contributions: Accordingly, the findings of this study are expected to contribute to marketing theory and the concepts of consumer behaviours, especially among Gen Z, towards halal food products in the context of Malaysia.   Keywords: Social media influencer, purchasing behaviour, halal food products, Muslim, Gen z.   Cite as: Rizal Putri, V., Rahim, H., Saladin, M., Rasool, A., Zakaria, N. B., & Muhd Irpan, H. (2023). Trustworthiness, expertise and likeability towards halal purchasing behaviour: Does attitude matter? Journal of Nusantara Studies, 8(TI), 26-42. http://dx.doi.org/10.24200/jonus.vol8issTIpp26-42