Halal Fashion in Marketplace: The Case Study of TikTok Platform

Siti Nur Qolifah; Rosana Eri Puspita; Nor Adha 'Abdul Hamid

doi:10.18326/aicieb.v3i0.515

Siti Nur Qolifah Universitas Islam Negeri (UIN) Salatiga
Rosana Eri Puspita Universitas Islam Negeri (UIN) Salatiga
Nor Adha 'Abdul Hamid Universiti Islam Selangor (UIS)

DOI: https://doi.org/10.18326/aicieb.v3i0.515

Abstract

Study This aims To influence content marketing, free promo send, and e-service quality to interest buy product fashion Muslims on the application TikTok with e- wom as variable moderation (empirical study user tiktok generation z Muslim. Methods of data collection carried out through distributed questionnaires _ to society Generation Z. The sample was taken from as many as 150 respondents with a purposive sampling technique. Obtained data were then processed with the use tool SPSS version 25. The data analysis tool used is a multiple linear regression technique. Analysis This includes the validity test, KMO test, reliability test, statistical test, coefficient test determination (R²), F test, T-test, assumption test classic, and MRA test. Research results show that based on partial test variable content marketing, free promo send, and e-service quality matters positively and significantly to interest buy product fashion Muslims on the application tik tok. MRA test shows that variable E-WOM cannot moderate influence between variable content marketing, free promo send, e-service quality influential in a manner positive and significant to interest in buying the product fashion Muslims on the application tiktok.

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