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PENGARUH INFLUENCER MARKETIKING DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN FASHION MUSLIM DI MEDIA SOSIAL : PENGEMBANGAN THEORY OF PLANNED BEHAVIOR (TPB)
This study aims to determine the purchasing behavior of Muslim fashion on social media, specifically among Muslim women in Jakarta, Yogyakarta, Surabaya, and Bandung. This study used a quantitative approach, collecting data through an online questionnaire and analyzing it using PLS-SEM. The results indicate that the first, second, third, fourth, fifth, and eleventh hypotheses have a direct influence, but the sixth, seventh, eighth, ninth, and tenth hypotheses have an indirect influence through the purchase intention variable. The findings of this study are expected to be useful for the public in making purchasing decisions.
FAKULTAS EKONOMI DAN BISNIS ISLAM, UIN SUNAN KALIJAGA YOGYAKARTA
NIM.: 23208012001 Nur Rahmi Irfaniah, S.E
PENGARUH INFLUENCER MARKETIKING DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN FASHION MUSLIM DI MEDIA SOSIAL : PENGEMBANGAN THEORY OF PLANNED BEHAVIOR (TPB) (Text)
PENGARUH INFLUENCER MARKETIKING DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN FASHION MUSLIM DI MEDIA SOSIAL : PENGEMBANGAN THEORY OF PLANNED BEHAVIOR (TPB) (Other)
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332 Ekonomi Keuangan dan Finansial, Ekonomi Biaya dan Pembiayaan