Pengaruh Islamic Marketing Ethics, Influencer Endorsement, Dan Value For Money Terhadap Keputusan Pembelian Produk Sattka Basic Di Tiktok Shop.

Salsabilah, Tia Melinda (2026) Pengaruh Islamic Marketing Ethics, Influencer Endorsement, Dan Value For Money Terhadap Keputusan Pembelian Produk Sattka Basic Di Tiktok Shop. Undergraduate Thesis thesis, UIN K.H. Abdurrahman Wahid Pekalongan.

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Abstract

ABSTRAK Tia Melinda Salsabilah, Pengaruh Islamic Marketing Ethics, Influencer Endorsement, Dan Value For Money Terhadap Keputusan Pembelian Produk Sattka Basic Di Tiktok Shop. Perkembangan media sosial telah mengubah perilaku konsumen dalam melakukan pembelian melalui platform social commerce, salah satunya TikTok Shop. Sattka Basic sebagai merek modest fashion memanfaatkan berbagai strategi pemasaran digital, seperti penerapan Islamic Marketing Ethics, influencer endorsement, dan value for money untuk meningkatkan keputusan pembelian konsumen. Namun demikian, data penjualan Sattka Basic masih menunjukkan fluktuasi, sehingga mengindikasikan bahwa peningkatan aktivitas pemasaran belum sepenuhnya mampu meningkatkan keputusan pembelian secara konsisten. Selain itu, penelitian terdahulu mengenai pengaruh ketiga variabel tersebut terhadap keputusan pembelian masih menunjukkan hasil yang beragam, khususnya pada konteks live selling di TikTok Shop. Penelitian ini bertujuan untuk menganalisis pengaruh Islamic Marketing Ethics, Influencer Endorsement, dan Value For Money terhadap keputusan pembelian produk Sattka Basic di TikTok Shop. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian lapangan (field research). Data primer diperoleh melalui penyebaran kuesioner kepada 99 mahasiswa aktif UIN K.H. Abdurrahman Wahid Pekalongan yang pernah membeli produk Sattka Basic melalui TikTok Shop. Teknik pengambilan sampel menggunakan purposive sampling. Analisis data dilakukan menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS 4, melalui pengujian outer model dan inner model. Hasil penelitian menunjukkan bahwa Islamic Marketing Ethics dan Influencer Endorsement tidak berpengaruh signifikan terhadap keputusan pembelian, sedangkan Value For Money berpengaruh positif dan signifikan terhadap keputusan pembelian. Dengan demikian, keputusan pembelian konsumen lebih dipengaruhi oleh kesesuaian antara manfaat yang diterima dengan harga yang dibayarkan dibandingkan pertimbangan etika pemasaran maupun rekomendasi influencer. Kata Kunci: Islamic Marketing Ethics, Influencer Endorsement, Value For Money dan Keputusan Pembelian, TikTok Shop   ABSTRACK Tia Melinda Salsabilah, The Influence of Islamic Marketing Ethics, Influencer Endorsement, and Value for Money on Purchasing Decisions of Sattka Basic Products on TikTok Shop. The rise of social media has transformed consumer behaviour when making purchases via social commerce platforms, one of which is TikTok Shop. Sattka Basic, as a modest fashion brand, utilises various digital marketing strategies—such as the application of Islamic marketing ethics, influencer support and value for money—to influence consumers’ purchasing decisions. However, Sattka Basic’s sales data still shows fluctuations, indicating that increased marketing activity has not yet been fully successful in consistently boosting purchasing decisions. Furthermore, previous research on the influence of these three variables on purchasing decisions has yielded mixed results, particularly in the context of live selling on TikTok Shop. This study aims to analyse the influence of Islamic marketing ethics, influencer endorsements and value for money on purchasing decisions for Sattka Basic products on TikTok Shop. This study employs a quantitative approach using field research. Primary data was obtained by distributing questionnaires to 99 active students at UIN K.H. Abdurrahman Wahid Pekalongan who had previously purchased Sattka Basic products via TikTok Shop. The sampling technique used was purposive sampling. Data analysis was conducted using the Structural Equation Modelling–Partial Least Squares (SEM-PLS) method with the aid of SmartPLS 4 software, through testing of the outer model and inner model. The research findings indicate that Islamic Marketing Ethics and Influencer Endorsement do not have a significant effect on purchasing decisions, whilst Value for Money has a positive and significant effect on purchasing decisions. Consequently, consumers’ purchasing decisions are influenced more by the balance between the benefits received and the price paid than by considerations of marketing ethics or influencer recommendations. Keywords: Islamic Marketing Ethics, Influencer Endorsement, Value for Money and Purchasing Decisions, TikTok Shop

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