Sofhie Viola Vania, . (2025) DETERMINASI KEPUTUSAN PEMBELIAN FESYEN HALAL LOZY HIJAB PADA PLATFORM TIKTOK DI JABODETABEK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The growth of the halal fashion trend is strongly supported by advancements in the internet and the widespread use of social media as a marketing tool. Currently, TikTok has become the most popular social media platform for marketing purposes. However, the increasing number of businesses in the halal fashion industry has led to intense competition, necessitating a competitive advantage to boost sales. This study aims to examine the influence of halal brand personality, live shopping, and flash sales on the TikTok platform on purchasing decisions for Lozy Hijab's halal fashion in Jabodetabek. This research employs a quantitative method with a sample size of 100 respondents. The sampling technique used is non-probability sampling with a purposive sampling method. Data analysis is conducted using PLS. The results of this study indicate that the variables of halal brand personality, live shopping, and flash sales have a positive and significant effect on purchasing decisions for Lozy Hijab's halal fashion in Jabodetabek. This research is expected to contribute to the development of literature on digital marketing and provide insights for business practitioners, particularly in the halal fashion industry. Keywords: halal fashion, flash sales, halal brand personality, purchase decisions, live shopping.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110116023] [Pembimbing: Prima Dwi Priyatno] [Penguji 1: Tati Handayani] [Penguji 2: Fadhli Suko Wiryanto] |
| Uncontrolled Keywords: | halal fashion, flash sales, halal brand personality, purchase decisions, live shopping |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1) |
| Depositing User: | SOFHIE VIOLA VANIA |
| Date Deposited: | 17 Feb 2025 09:53 |
| Last Modified: | 17 Feb 2025 09:53 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34964 |
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