Amanah Digital: Akhlak Influencer Di Tiktok Dan Instagram Dalam Membentuk Niat Beli Generasi Z

Khoirul Umam; Moh Kurniawan Juitoraziqin; Robi Darwis Al Roid; Fadali Rahman

Authors

Khoirul Umam Universitas Madura
Moh Kurniawan Universitas Madura
Al Roid Universitas Madura
Rahman Universitas Madura

Keywords:

Etika islami, pemasaran influencer, pembelian intensi, gen-Z, kepercayaan, media sosial.

Abstract

This study addresses the critical gap in understanding how Islamic ethical values, particularly amanah (trustworthiness), moderate the influence of TikTok and Instagram influencers on the purchase intention of Generation Z in Indonesia. As influencer marketing grows, the frequent neglect of moral pillars in Islam, such as honesty and transparency, poses a significant ethical problem. This research is crucial to formulate a balanced approach that integrates timeless Islamic principles into modern digital marketing practices. This research employs a systematic literature review method, analyzing and synthesizing relevant scholarly articles and works published between 2020 and 2025 to build its arguments and conclusions. The study confirms that influencer marketing significantly impacts Generation Z's purchase intention. However, it uniquely identifies that trust built on Islamic ethics (amanah) and alignment with maqasid al-shari'ah (the objectives of Islamic law) are pivotal moderating factors. Influencers who demonstrate transparency, promote halal and thayyib products, and embody authenticity grounded in Islamic values foster stronger trust and more robust purchase intention among Muslim Gen Z. The primary limitation is its reliance on a literature review, necessitating further empirical studies to validate the proposed framework through quantitative or qualitative data collection in the field. This paper's novelty lies in its specific integration of Islamic ethical constructs into the influencer marketing model for the Indonesian Gen Z context. It provides a foundational theoretical framework for developing ethical guidelines, offering significant value for influencers, brands, and regulators aiming to create a spiritually aligned and sustainable digital marketing ecosystem

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