Jakman

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Vol. 7 No. 3 (2026): Juni

Articles

Building Gen Z Trust Through Syariah User-Generated Content

R Rhoma Iskandar H Hageem Che-Ni L Luqman Hakim
05 June 2026 Vol. 7 No. 3 (2026): Juni https://doi.org/10.35912/jakman.v7i3.5274
Abstract

Purpose: This study explores the influence of Sharia-compliant User-Generated Content on social media on Generation Z consumer trust, focusing on students at Universitas Panca Sakti Bekasi as a representation of Indonesian Gen Z.

Research Methodology: The research applies a quantitative method by distributing questionnaires to ninety-seven respondents. The purpose of this study is to understand how Islamic values reflected in digital content shape trust among young Muslim consumers.

Results: The analysis using multiple linear regression revealed that the intensity of interaction with Sharia UGC and the credibility of content creators had a significant positive influence on consumer trust, while content quality showed no significant effect. Altogether, these three variables contribute to explaining the dynamics of consumer trust among Gen Z.

Conclusions: Sharia UGC plays a vital role in shaping trust, highlighting that industry players should prioritize engagement and credibility rather than focusing solely on content quality.

Limitations: This study suggests the need for broader future studies. This research contributes to the literature by providing references for sustainable exploration in Sharia digital marketing.

Contributions: This study highlights the importance of encouraging engagement and credibility in digital marketing strategies to increase Gen Z's trust in halal products in the digital era.

Keywords: Consumer Trust Credibility Generation Z Sharia User-Generated Content
How to Cite
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Iskandar, R., Che-Ni, H. ., & Hakim, L. . (2026). Building Gen Z Trust Through Syariah User-Generated Content. Jurnal Akuntansi, Keuangan, Dan Manajemen, 7(3), 1–14. https://doi.org/10.35912/jakman.v7i3.5274
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