PENGARUH INFLUENCER MARKETIKING DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN FASHION MUSLIM DI MEDIA SOSIAL : PENGEMBANGAN THEORY OF PLANNED BEHAVIOR (TPB)

Nur Rahmi Irfaniah, S.E, NIM.: 23208012001 (2025) PENGARUH INFLUENCER MARKETIKING DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN FASHION MUSLIM DI MEDIA SOSIAL : PENGEMBANGAN THEORY OF PLANNED BEHAVIOR (TPB). Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

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.

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