PENGARUH TREND FASHION, PROMOSI DAN PREFERENSI BELANJA ONLINE PADA PLATFORM TIKTOK TERHADAP PURCHASING DECISION PRODUK MUSLIMAH DI ERA GENERASI Z

FITRIANA, DESTA (2025) PENGARUH TREND FASHION, PROMOSI DAN PREFERENSI BELANJA ONLINE PADA PLATFORM TIKTOK TERHADAP PURCHASING DECISION PRODUK MUSLIMAH DI ERA GENERASI Z. S1 thesis, UNIVERSITAS JAMBI.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menjelaskan pengaruh tren fashion, promosi, dan preferensi belanja online terhadap keputusan pembelian produk fashon Muslimah di tiktok. Penelitian ini menggunakan pendekatan kuantitatif dengan metode pengambilan sampel menggunakan non-probability sampling karena jumlah populasi tidak diketahui dengan jumlah sampel sebanyak 96 responden. Data yang digunakan adalah data primer yang diperoleh dari kuesioner digital google form dengan skala likert 5 poin. Penyebaran kuesioner dilakukan menggunakan WhatsApp dan Instagram. Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model berbasis Partial Least Square (PLS) 4.1. Hasil penelitian menunjukkan bahwa tren fashion, promosi, dan preferensi belanja online berpengaruh signifikan terhadap keputusan pembelian produk fashion Muslimah pada Tiktok di era generasi Z. Penelitian ini memberikan rekomendasi strategis bagi pelaku bisnis fashion Muslimah untuk terus berinovasi dalam desain produk, mengoptimalkan promosi, serta memastikan kenyamanan dan meningkatkan user experience dalam belanja online guna menarik dan mempertahankan konsumen. Kata Kunci : Trend Fashion, Promosi, Preferensi Belanja Online, Keputusan Pembelian dan Tiktok. ABSTRACT The purpose of this study is to explain the influence of fashion trends, promotions, and online shopping preferences on the purchasing decisions of Muslimah fashion products on TikTok. This research employs a quantitative approach with a non-probability sampling method due to the unknown population size, involving a sample of 96 respondents. The data used is primary data obtained from a digital questionnaire via Google Forms with a 5-point Likert scale. The data analysis method used in this study is the Partial Least Square (PLS) based Structural Equation Model (SEM) 4.1. The results indicate that fashion trends, promotions, and online shopping preferences significantly influence the purchasing decisions of Muslimah fashion products on TikTok in the Generation Z era. This study provides strategic recommendations for Muslimah fashion business actors to continue innovating in product design, optimizing promotions, and ensuring comfort and enhancing user experience in online shopping to attract and retain consumers. Keywords: Fashion Trends, Promotions, Online Shopping Preferences, Purchasing Decisions, and Tiktok.

Type: Thesis (S1)
Uncontrolled Keywords: Trend Fashion, Promosi, Preferensi Belanja Online, Keputusan Pembelian dan Tiktok.
Subjects: L Education > L Education (General)
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: FITRIANA
Date Deposited: 17 Jul 2025 06:55
Last Modified: 31 Jul 2025 08:22
URI: https://repository.unja.ac.id/id/eprint/84816

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