Pengaruh Islamic Advertising Dan Brand Trust Terhadap Minat Beli Produk  Hijab Elzatta Di Tiktok Shop

Aulia  Nur Azizah; Fitriah  Dwi Susilowati

doi:10.47435/asy-syarikah.v7i1.3543

Aulia Nur Azizah Universitas Negeri Surabaya
Fitriah Dwi Susilowati Universitas Negeri Surabaya

DOI: https://doi.org/10.47435/asy-syarikah.v7i1.3543

Keywords: Islamic Advertising, Brand Trust, Purchase Interest, TikTok Shop

Abstract

Aplikasi TikTok saat ini berkembang dengan fitur baru yakni munculnya TikTok Shop yang merupakan sistem informasi bisnis yang dilakukan melalui media elektronik yang menyediakan layanan khusus untuk jual beli. Adapun produk yang terlaris dijual di TikTok Shop merupakan produk fashion. Terdapat salah satu trend fashion saat ini yang berkembang pesat yakni fashion hijab yang melambangkan kesopanan dalam berpakaian, interaksi yang baik dengan muslim lainnya. Tujuan Penelitian ini yaitu untuk menganalisis pengaruh islamic advertising dan brand trust terhadap minat beli produk hijab elzatta di TikTok Shop. Metode penelitian ini menggunakan metode kuantitatif dengan sumber data primer yang didapatkan dari penyebaran kuesioner secara online. Pengambilan sampel menggunakan teknik purposive sampling dengan jumlah 121 responden. Penelitian ini dilakukan di Jawa Timur. Teknik analisis data yang digunakan yakni analisis Regresi Linier Berganda. Hasil dari penelitian ini yaitu variabel islamic advertising secara parsial memiliki pengaruh terhadap minat beli produk hijab elzatta di tiktok shop. Hal ini menunjukkan bahwa islamic advertising ini dapat mempengaruhi minat beli produk hijab elzatta di tiktok shop. Variabel brand trust secara parsial memiliki pengaruh terhadap minat beli produk hijab elzatta di tiktok shop. Masyarakat muslim percaya bahwa hijab elzatta ini memiliki kualitas yang baik dan dapat memenuhi kebutuhan mereka. Dengan begitu adanya brand trust dapat memperkuat hubungan pelanggan terutama masyarakat muslim untuk meningkatkan penjualan di TikTok Shop.

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