eprintid: 62803
rev_number: 10
eprint_status: archive
userid: 12460
dir: disk0/00/06/28/03
datestamp: 2024-01-09 04:09:37
lastmod: 2024-01-09 04:09:37
status_changed: 2024-01-09 04:09:37
type: thesis
metadata_visibility: show
contact_email: muh.khabib@uin-suka.ac.id
creators_name: Muzakkir Akbar, NIM.: 21208012005
title: PENGARUH STRATEGI INTERNET MARKETING TERHADAP MINAT PEMBELIAN PRODUK FASHION MUSLIM DI APLIKASI TIKTOK DENGAN ELECTRONIC WORD OF MOUTH (EWOM) SEBAGAI VARIABEL MODERASI
ispublished: pub
subjects: Makroekonomi
divisions: ek_syarS-2
full_text_status: restricted
keywords: TPB, Influencer Marketing, Persepsi Harga, Kemudahan
Bertransaksi, Elektronic Word Of Mouth
note: Pembimbing: Dr. Ruspita Rani Pertiwi, S.Psi, M.M
abstract: The main purpose of this research is to analyze and explore the phenomenon of
interest in purchasing Muslim fashion products on the TikTok application
throughout Indonesia, especially men who are still in the Generation Z era. By
using the theory of planned behavior which is dissolved by adding the variables
influencer marketing, price perception, ease of transaction and electronic word of
mouth as moderating variables. The research aims to analyze purchasing interest
through internet marketing strategies. This research uses a quantitative approach
based on primary data. Data was obtained through a questionnaire that was
announced to respondents throughout Indonesia who met the requirements for this
research. The data analysis tool used is SmartPLS version 3.0 software. The
findings of this research indicate that influencer marketing, price perception, and
transaction ease have a significant impact on the purchase intention of Muslim
fashion products on the TikTok application. On the other hand, consumer attitude,
subjective norms, and behavior control do not have any influence on the purchase
intention of Muslim fashion products on the TikTok application. Furthermore, for
the moderating variables of consumer attitude, subjective norms, and behavior
control, they have an impact on the purchase intention of Muslim fashion products
on the TikTok application through electronic word of mouth. However, influencer
marketing, price perception, and transaction ease do not have any influence on the
purchase intention of Muslim fashion products on the TikTok application through
electronic word of mouth.. It is hoped that the results of this research will be useful
for related parties, especially business actors in the Muslim fashion sector, so that
they can maintain the factors that influence purchasing interest.
date: 2023-11-30
date_type: published
pages: 228
institution: UIN SUNAN KALIJAGA YOGYAKARTA
department: FAKULTAS EKONOMI DAN BISNIS ISLAM
thesis_type: masters
thesis_name: other
citation:   Muzakkir Akbar, NIM.: 21208012005  (2023) PENGARUH STRATEGI INTERNET MARKETING TERHADAP MINAT PEMBELIAN PRODUK FASHION MUSLIM DI APLIKASI TIKTOK DENGAN ELECTRONIC WORD OF MOUTH (EWOM) SEBAGAI VARIABEL MODERASI.  Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/62803/1/21208012005_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/62803/2/21208012005_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf