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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Ilmiah Ekonomi Islam Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah Journal of Economic, Bussines and Accounting (COSTING) Management Studies and Entrepreneurship Journal (MSEJ) Jeksyah Borneo Islamic Finance and Economics Journal (BIFEJ)
Evan Stiawan
Universitas Islam Negeri Fatmawati Sukarno Bengkulu
Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Social Sciences Other

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Analisis Pengaruh Ulasan Produk, Persepsi Harga, Dan Live Streaming Marketing Terhadap Minat Beli Produk Halal Di Tiktok Shop Hany Meridha Isnaeni; Evan Stiawan; Debby Arisandi
Jurnal Ilmiah Ekonomi Islam Vol. 12 No. 2 (2026): Jurnal Ilmiah Ekonomi Islam
Publisher : ITB AAS INDONESIA Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jiei.v12i2.19724

Abstract

This study aims to explore the impact of product reviews, price perceptions, and live-streaming marketing on purchase intent for halal products on TikTok Shop. The rapid growth of social commerce, particularly through TikTok Shop, has transformed the way consumers shop online. The methodology used in this study is a quantitative approach involving 397 Generation Z respondents in Bengkulu City. Data collection was conducted by distributing a Likert-scale questionnaire. Data analysis was performed using SPSS, including validity and reliability testing, classical assumption tests, multiple linear regression analysis, t- and F-tests, and the coefficient of determination (R²). The research findings indicate that product reviews, price perception, and marketing via live streaming have a positive and significant influence on purchase intent, both individually and collectively. Among these variables, marketing via live streaming was found to have the most dominant impact. The coefficient of determination indicates that 53,8% of the variation in purchase intent can be explained by these three variables.
Co-Authors Aji Dwiansyah Andi Harpepen Anisah Jayanti Arnila Saputri Asnaini Asnaini Cindy Tiara Putri Debby Arisandi Dyana Karlina Eka Sri Wahyuni Hany Meridha Isnaeni Janes Kurnia Hadi Khairiah Elwardah Kurnia Permatasari Kustin Hartini Rudila Rudila Wati Sabrina Aulia Salsabilla Sri Wahyu Ningsih Supardi Mursalin Wulan Sumarni Yarmunida, Miti Yetti Afrida Indra Yosy Arisandi