Analyzing Miniso's Marketing Strategy in Attracting Muslim Generation Z Consumers: A Case Study in Parepare, Indonesia

Ardanyar Syahar; Multazam Mansyur Addury; Rusnaena Rusnaena; Sulkarnain Sulkarnain; Arwin Arwin; Mawardi Jalil Masri

doi:10.70716/emis.v4i2.560

Authors

Ardanyar Syahar Sharia Economy, Institut Agama Islam Negeri Parepare, Parepare, Indonesia Author
Multazam Mansyur Addury Sharia Economy, Institut Agama Islam Negeri Parepare, Parepare, Indonesia Author
Rusnaena Sharia Economy, Institut Agama Islam Negeri Parepare, Parepare, Indonesia Author
Sulkarnain Sharia Economy, Institut Agama Islam Negeri Parepare, Parepare, Indonesia Author
Arwin Sharia Economy, Institut Agama Islam Negeri Parepare, Parepare, Indonesia Author
Mawardi Jalil Masri Physics Education, STKIP Darud Da’wah wal Irsyad Pinrang, Pinrang, Indonesia Author

DOI:

https://doi.org/10.70716/emis.v4i2.560

Keywords:

International Retail, Marketing Strategy, Miniso, Muslim Generation Z, Parepare

Abstract

This study aims to analyze the marketing strategies implemented by Miniso in attracting Muslim Generation Z consumers in Parepare. The research focuses on product strategy, pricing, promotion, location, distribution, service, transaction processes, and the physical appearance of the store. This study employed a descriptive qualitative approach, with data collected from responses provided by Muslim Generation Z consumers, store employees, and the store manager of Miniso. The data were analyzed through data reduction, data display, and conclusion drawing. The findings reveal that Miniso attracts Muslim Generation Z consumers through products that are cute, aesthetic, unique, functional, and aligned with current trends. The pricing strategy is perceived as affordable and proportional to product quality. Promotional activities are conducted through social media platforms, including WhatsApp groups, Instagram, and TikTok. Friendly employee service, fast transaction processes, digital payment options, comfortable store design, and attractive product displays also serve as important factors influencing consumer purchase intention. These findings indicate that Miniso’s appeal to Muslim Generation Z consumers is shaped not only by its products but also by a practical, visually engaging, and digitally oriented shopping experience that aligns with the lifestyle and consumption patterns of younger generations.

References

Abdullah, R., Wahab, A., & Habbe, A. H. (2021). Implementation sharia of marketing in Islamic concept. Dinasti International Journal of Economics, Finance & Accounting, 2(5), 489–499. https://doi.org/10.38035/dijefa.v2i5.1052

Addury, M. M., Nugroho, A. P., & Khalid, S. (2020). The intention of investing sharia stocks on millennials: The role of sharia financial literacy. Ihtifaz: Journal of Islamic Economics, Finance, and Banking, 3(2), 89–104. https://doi.org/10.12928/ijiefb.v3i2.3170

Addury, M. M., & Pangestu, D. R. (2023). Interactive marketing and relationship quality in Islamic banking: A Parepare case study. Asian Journal of Islamic Management, 5(1), 83–95. https://doi.org/10.20885/AJIM.vol5.iss1.art6

Adzhigalieva, Z., Hurriyati, R., & Hendrayati, H. (2022). The influence of complaint handling and service recovery on customer satisfaction, customer loyalty and customer retention. In Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021). Atlantis Press. https://doi.org/10.2991/aebmr.k.220701.055

Ahmad Maulidizen, A., Citra, Y. P. A., & Darmansyah, M. D. W. (2025). Critical analysis of Gen-Z’s hedonistic consumer behavior through the lens of Islamic ethical consumption. Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis, 4(2), 548–562. https://doi.org/10.55606/jupsim.v4i2.5212

Ariani, D. P., & Farida, S. N. (2025). The influence of visual merchandising, price discounts, and shopping lifestyle on impulse buying behavior of Generation Z at Miniso Store Galaxy Mall Surabaya. Indonesian Interdisciplinary Journal of Sharia Economics, 8(2), 6900–6919. https://doi.org/10.31538/iijse.v8i2.6537

Arwin, A., Ulandari, D., & Muhammadun, M. (2025). Exploration of employee knowledge about financing products: A study at Bank Muamalat KC Parepare. Islamic Banking: Jurnal Pemikiran dan Pengembangan Perbankan Syariah, 10(2), 483–506. https://doi.org/10.36908/isbank.v10i2.1429

Briliana, V. (2025). Evolving digital consumption behavior of Generation Z Muslim consumers in the halal cosmetics market. Journal of Digital Marketing and Halal Industry, 7(2), 337–360. https://doi.org/10.21580/jdmhi.2025.7.2.25537

Chatzoglou, P., Chatzoudes, D., Savvidou, A., Fotiadis, T., & Delias, P. (2022). Factors affecting repurchase intentions in retail shopping: An empirical study. Heliyon, 8(9), e10619. https://doi.org/10.1016/j.heliyon.2022.e10619

Cordova, G. I., Del Rosario Guerreros Surichaqui, S., Del Pilar Palomino Ricaldi, F., & Vicente-Ramos, W. (2020). Impact of visual merchandising on the purchase decision of consumers from retail stores in central Peru. Management Science Letters, 10(11), 2447–2454. https://doi.org/10.5267/j.msl.2020.4.005

Francis, T., & Hoefel, F. (2018). True Gen: Generation Z and its implications for companies. McKinsey & Company.

Hendryadi. (2024). Halal awareness: Insights into Gen Z’s perceptions in Indonesia. SERAMBI: Jurnal Ekonomi Manajemen dan Bisnis Islam, 6(1), 27–36. https://doi.org/10.36407/serambi.v6i1.1092

Huang, Z. (2025). An analysis of the reasons for MINISO’s marketing success: A comprehensive application of SWOT and its submodels. Advances in Economics, Management and Political Sciences, 178(1), 89–94. https://doi.org/10.54254/2754-1169/2025.22599

Isnaini, N. S., & Noerchoidah. (2021). Miniso Royal Plaza Surabaya consumer impulse buying behavior. Journal of Applied Management and Business, 2(1), 1–11. https://doi.org/10.37802/jamb.v2i1.152

Juita, R., & Zaki, M. (2025). The behavior of Gen Z Muslim consumers in purchasing Islamic products: A study of the sharia economic perspective. JAWI: Journal of Ahkam Wa Iqtishad, 3(3), 631–636.

Kania, R., & Salsabila, H. N. (2024). The responsive strategy of courier services companies on handling customer complaint in social media: The effect on brand trust and customer loyalty. Journal of Marketing Innovation, 3(1). https://doi.org/10.35313/jmi.v3i1.51

Kartajaya, H., & Sula, M. S. (2006). Shariah marketing. Mizan.

Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson.

Mahmud, R., & Addury, M. M. (2026). How Islamic lifestyle affects housewives' responses to product availability, service quality, and promotions in the use of the Alfagift application in Parepare City. Al-Kharaj: Journal of Islamic Economic and Business, 8(1).

Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis (3rd ed.). Sage.

Ramadhan, R., & Afandi, A. (2025). Effectiveness of using QRIS payment as a digital payment solution in coffee shop business (Case study of Circle Coffee Medan Coffee Shop). Indonesian Interdisciplinary Journal of Sharia Economics, 8(2). https://doi.org/10.31538/iijse.v8i2.6750

Saputri, N. W., & Jalari, M. (2023). Pengaruh store atmosphere, visual merchandise, dan perilaku hedonism terhadap impulse buying: Studi empiris customer Gen Z gerai Miniso cabang Kota Solo. Jurnal Ilmiah Edunomika, 7(2), 1–13. https://doi.org/10.29040/jie.v7i2.9989

Siregar, R. H., Rizan, M., & Febrilia, I. (2023). Pengaruh product quality dan service quality terhadap repurchase intention dengan customer satisfaction sebagai intervening: Studi kasus pada pengunjung di salah satu toko retail di Jakarta Timur. Indonesian Journal of Economy, Business, Entrepreneurship and Finance, 3(3), 491–505. https://doi.org/10.53067/ijebef.v3i3.120

Susila, H. J. (2025). Exploring Islamic marketing strategies among Gen Z entrepreneurs using social media: A case study from STIE Balikpapan. Golden Ratio of Marketing and Applied Psychology of Business, 6(1), 226–234. https://doi.org/10.52970/grmapb.v6i1.1595

Tasya, R. T. P., & Astuti, N. C. (2025). Proposed social media marketing strategy to increase brand awareness and purchase intention for Indonesia Muslim Brand (Case of Local Brand Irna La Perle). Journal of Applied Business, Taxation and Economics Research, 5(1), 85–98.

Teviana, T. (2023). The effect of brand image, store atmosphere, and visual merchandising on purchase decision in Miniso Plaza Medan Fair. Jurnal Manajemen Bisnis Eka Prasetya: Penelitian Ilmu Manajemen, 8(2), 308–318. https://doi.org/10.47663/jmbep.v8i2.297