Analysis of factors affecting the intention to use Shopee Barokah (case study on Generation Z in Semarang City)

Manuscript type: Quantitative Research Research Aims: This study aimsto determine the effect of attitude, subjective norm, perceived behavioral control, promotion and word of mouth on the intention to use Shopee Barokah. Design/methodology/approach: The population of this study is Generation Z Semarang City who knows Shopee Barokah but has never used it. Non-probability sampling technique, namely purposive sampling using primary data. Sampling was done by distributing questionnaires and obtaining 141 respondents. This research method uses binary logistic regression analysis with SPSS 26. Research Findings: The results showed that the variables of attitude, subjective norm, perceived behavioral control, promotion partially influenced the intention to use Shopee Barokah. Meanwhile, Word Of Mouth has no effect on the intention to use Shopee Barokah. Theoretical Contribution/Originality: This study contributes to the literature on Islamic ecommerce by integrating marketing communication variables into the Theory of Planned Behavior framework and focusing specifically on the Shopee Barokah feature, a unique case of shariacompliant service embedded in a mainstream platform. Practitioner/Policy Implication: The findings emphasize the need for Shopee to enhance promotional strategies to increase user intention and engagement, particularly by highlighting the sharia-compliant benefits and exclusive features of Shopee Barokah. Research limitation/Implications: The study is limited by sample representativeness and does not account for demographic variables such as gender or income. Future research should consider these factors and expand to different cities to generalize findings.