Pengaruh Kualitas Pelayanan, Islamic Branding, Harga, dan Promosi Tiktok Ads Terhadap Minat Beli Halal fashion (Studi Pada Masyarakat Di Kabupaten Pekalongan Pengguna Tiktok Shop)

Rohmah., Silma (2025) Pengaruh Kualitas Pelayanan, Islamic Branding, Harga, dan Promosi Tiktok Ads Terhadap Minat Beli Halal fashion (Studi Pada Masyarakat Di Kabupaten Pekalongan Pengguna Tiktok Shop). Undergraduate Thesis thesis, UIN K.H. Abdurrahman Wahid Pekalongan.

	Text 4121164_Full Text.pdf Restricted to Registered users only Download (1MB)
	Text 4121164_Cover_Bab I dan Bab V.pdf Download (638kB)
	Text 20 LAMPIRAN REVISI 7 - 11 - 2025.pdf Restricted to Repository staff only Download (442kB)

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas Pelayanan, Islamic Branding, Harga, dan Promosi Tiktok Ads Terhadap Minat Beli Halal fashion pada pengguna TikTok Shop. Fenomena yang melatarbelakangi penelitian ini adalah minimnya riset integratif yang mengkaji kualitas pelayanan, Islamic branding, harga, dan promosi melalui TikTok Ads dalam satu model terhadap minat beli halal fashion, penelitian terkait promosi berbasis TikTok Ads sebagai variabel independen masih sangat terbatas, padahal saat ini TikTok menjadi salah satu platform pemasaran yang berpengaruh di Indonesia, dan belum banyak studi yang fokus pada masyarakat Kabupaten Pekalongan, juga daerah ini memiliki potensi besar sebagai pusat industri fashion Muslim, masyarakat yang religius dan dikenal dengan kota santri. Penelitian ini termasuk jenis penelitian kuantitatif dengan metode penelitian lapangan. Metode pengumpulan data dalam penelitian ini adalah metode kuesioner dengan menggunakan sampel sebanyak 100 responden. Teknik pengambilan sampel yang digunakan adalah nonprobability sampling, dengan perdekatakan purposive sampling. Penelitian ini menggunakan metode analisis data uji regresi linear berganda dengan bantuan SPSS 25. Hasil penelitian menunjukkan bahwa variabel kualitas produk dan harga berpengaruh signifikan terhadap minat beli konsumen. Sementara itu, Islamic branding dan promosi melalui TikTok Ads tidak menunjukkan pengaruh yang signifikan. Nilai koefisien determinasi (R²) sebesar 64,5% mengindikasikan bahwa keempat variabel independen mampu menjelaskan variasi minat beli sebesar 64,5%, sedangkan sisanya sebesar 35,5% dijelaskan oleh faktor lain di luar model penelitian ini. Temuan ini memberikan implikasi penting bagi pelaku usaha halal fashion untuk lebih memprioritaskan kualitas produk dan strategi penetapan harga yang sesuai dengan ekspektasi konsumen. Kata Kunci: Kualitas Pelayanan, Islamic Branding, Harga, Promosi Tiktok Ads, Minat Beli  ABSTRACT SILMA ROHMAH. The Influence of Service Quality, Islamic Branding, Price, and TikTok Ads Promotion on the Interest in Buying Halal Fashion (A Study of TikTok Shop Users in Pekalongan Regency) This study aims to determine the influence of Service Quality, Islamic Branding, Price, and TikTok Ads promotion on halal fashion buying interest among TikTok Shop users. The phenomenon behind this research is the lack of integrative research that examines service quality, Islamic branding, price, and promotion through TikTok Ads in one model on halal fashion buying interest, research related to TikTok Ads-based promotions as an independent variable is still very limited, even though TikTok is currently one of the influential marketing platforms in Indonesia, and there have not been many studies that focus on The people of Pekalongan Regency, as well as this area has great potential as a center of the Muslim fashion industry, a religious community and known as a santri city. This research is a type of quantitative research with field research methods. The data collection method in this study is a questionnaire method using a sample of 100 respondents. The sampling technique used is nonprobability sampling, with a purposive sampling approach. This study uses a multiple linear regression test data analysis method with the help of SPSS 25. The results of the study show that product quality and price variables have a significant effect on consumer buying interest. Meanwhile, Islamic branding and promotion through TikTok Ads did not show a considerable influence. A determination coefficient (R²) value of 64.5% indicates that the four independent variables can explain the variation in buying interest by 64.5%, while the remaining 35.5% is explained by other factors outside this study model. These findings provide important implications for halal fashion business actors to prioritize product quality and pricing strategies that are in line with consumer expectations. Keywords: Service Quality, Islamic Branding, Price, TikTok Ads Promotion, Buying Interest

Actions (login required)

View Item