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Erike Anggraeni
Universitas Islam Negeri Raden Intan Lampung
Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : manajemen dewantara

 1 
PENGARUH SEARCH ENGINE OPTIMIZATION (SEO), SOCIAL MEDIA MARKETING (SMM) DAN ADVERTISING CREATIVITY TERHADAP PURCHASE INTEREST MENURUT PERSPEKTIF BISNIS ISLAM (Studi Pada Gen Z Pengguna Samsung Di Bandar Lampung) Sari, Evita; Erike Anggraeni; Is Susanto
MANAJEMEN DEWANTARA Vol 10 No 2 (2026): MANAJEMEN DEWANTARA
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v10i2.22285

Abstract

This research was conducted to analyze the influence of search engine optimization, social media marketing, and advertising creativity on purchase interest conducted among Generation Z in Bandar Lampung from an Islamic business perspective. The research applied a quantitative approach to 100 respondents through purposive sampling techniques. The data analysis used was SEM-PLS to examine the influence among variables. The research findings proved that search engine optimization did not have a significant influence on purchase interest. Social media marketing had a significant influence on purchase interest. Advertising creativity did not have a significant influence on purchase interest. Indicating that Generation Z is more responsive to social media marketing compared to search engine optimization and advertising creativity. From the Islamic business perspective, all three are required to uphold the values of transparency, honesty, and responsibility to build rational consumer purchase interest in accordance with Islamic business principles.
Co-Authors Abdulloh Majid Agus Salim ahmad habibi Ahmad Habibi Akbar, Estelee Elora Al Farid, Leonard Jiro Aminah Nur Habibah Anas Malik Andri Andri Andriansyah Bastian Ansori Yahya Aprinita, Nurul Aula Nurul Ma'rifah AULA NURUL MA'RIFAH Aula Nurul Ma'rifah Aula Nurul Ma'rifah Aziz Hanif Mahfud Azizah, Ana Chosiatul Basrowi Basrowi Basrowi Basrowi Basrowi Basrowi, Basrowi Bramtheo, Fernandes Tesar Danuarta, Aginda Dedi Satriawan Desty Pristyani Dewi Tradena Ditta Nurhidayanti Dwitami, Yuska Supra Ersi Sisdianto Evi Ekawati Farhat Al Dura, Fati Fauzi Fauzi Fauziyah, Asfiatul Fitria, Sela Nur Gustika Nurmalia Hadi Yanto Hanif Hanif Hanif Hanif Heni Noviarita Hervin Yoki Pradikta Ika Wahyuningsih Imam Shoffan Hasyim Indico Yudha Ardhana Iqbal, Muhammad Is Susanto Istiar Purnomo Khavid Normasyhuri Khavid Normasyhuri Khavid Normasyhuri Khavid Normasyhuri Khavid Normasyhuri Khoirul Abror Kusuma, Tri Atmaja Pramudita Wisnu M Nasor M NASOR M. Yusuf Bahtiar, M. Yusuf MA'RIFAH, AULA NURUL Madnasir Mayang Saskia Anggraini Mega Fatimah Rosana Melati Istiani Moh Bahrudin Muhammad Kurniawan Muhammad Nasor Muhammad Nasor Muhammad Nasor, Muhammad Nanang Defri Wahyu Pratama Nasor Nasor Nasor, M Nasor, Nasor Nasruddin Nasruddin Nelsa Ummi Saputi Normasyhuri, Khavid Nurhayati Nurhayati Nurhayati Nurohmah, Siti Nurul Hida Yati Nurul Ma'rifah, Aula Okta Supriyaningsih Ovaliani Anna Sasmita Peby Selviona Pertiwi Utami Pitaloka, Winda Pramudita Wisnu Kusuma, Tri Atmaja Pratiwi, Dwi Indah Purnomo, Istiar Qoirullah, Aziz Rela Setia Relit Nur Edi Resta Rentika Maharani Restie Utamie, Zathu Reza, Aditya Okta Ridwansyah Ridwansyah Ridwansyah Ridwansyah Rizki, Marisa Rohmah, Rifka Nazilatur Ruslan Abdul Ghafur Ruslan Abdul Ghofur Ruslan Abdul Ghofur Noor Safitri, Amelia Eka Salma, Aulia Mutiara Saputra, Adli Rikanda Sari, Evita Sari, Yuniar Siska Yuli Anita Siti Nurohmah Sri Nenden Ayu F Susanto, Is Syamsul Hilal Syamsul Hilal Syauki, Ahmad Thonsa, Elsi Alga Todi, Dhiya' Salsabila Triamalia, Riska Tulus Suryanto Utami, pertiwi Utamie , Zathu Restie Weny Rosilawati Wisnu Kusuma, Tri Atmaja Pramudita Wiwin Yustina Yeni Susanti Yessi Avita Sari Yuli Dahlia Saputri Yulistia Devi Yuniar Sari Zathu Restie Utamie Zuliandika, Muhammad Rizki