PENGARUH STRATEGI INTERNET MARKETING TERHADAP MINAT PEMBELIAN PRODUK FASHION MUSLIM DI APLIKASI TIKTOK DENGAN ELECTRONIC WORD OF MOUTH (EWOM) SEBAGAI VARIABEL MODERASI

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.

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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.

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