Food Vlogger Dalam Membangun Halal Lifestyle Bagi Generasi Z : Studi Kasus Cafe Abhista
Abstract
This study examines the role of food vloggers as digital influencers in shaping the halal lifestyle among Generation Z, with a Coffe Shop as the case study. The topic was chosen due to the rapid development of social media, which has made culinary content one of the main references for consumption patterns and lifestyles among young people. In addition, the increasing awareness of Generation Z toward sharia-based lifestyles has strengthened the relevance of this research. This study employed a descriptive qualitative approach using a case study method. Data were collected through social media content observation, in-depth interviews, and analysis of audience interactions on Cafe digital platforms. The findings indicate that food vloggers play a significant role in constructing the perception of halal as part of a modern and appealing lifestyle for Generation Z. The delivery of information through aesthetic visuals, educational narratives, and product transparency successfully strengthens the internalization of halal values among audiences. This study concludes that digital influencer-based promotional strategies not only enhance the popularity of Cafe but also contribute to establishing halal lifestyle as a trendy social identity among Generation Z.
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Authors
Copyright (c) 2026 Mutiara Fitri, Saskiya Azahra, Giska Giska, Alya Dewi Asti, Maria Ulfah, Icha Ellena Putri, Abdul Syahid
This work is licensed under a Creative Commons Attribution 4.0 International License.