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All Journal Jurnal Ilmiah Ekonomi Islam Nizham Journal of Islamic Studies MANAJEMEN DEWANTARA Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN) Jurnal Akuntansi dan Keuangan Mutanaqishah: Journal of Islamic Banking International Journal of Economics (IJEC) KENDALI: Economics and Social Humanities Kartika: Jurnal Studi Keislaman Jurnal Media Akademik (JMA) El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Jurnal Intelek Dan Cendikiawan Nusantara International Journal of Islamic Economics (IJIE) Jurnal Intelek Insan Cendikia Journal of Ekonomics, Finance, and Management Studies
Is Susanto
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Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : manajemen dewantara

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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 A. Zuliansyah Aditya Dwi Putra Agnes Kurnia Ahmad Zuliansyah Al Anhar Aliyah Permata Mulana Putri Alpajar Ramadhan Anggista Marbella Annisa Anggraini Ari Wibowo Bagas Oges Bryan Pratama Chusnul Khotimah Della Safira Elvri Ranjani Erike Anggraeni Ersi Sisdianto Evi Ekawati Fatih Fuadi Feni Nurul Hidayah Hanif Hidayati, Dian Iviola Sabila Avandi Laelasari, Ani Laila Azhari Lestari, Elza Dwi M. Yusuf Bahtiar, M. Yusuf Mad Heri mar'uf, Maryana Ulfa Mardhiyah Hayati Mar’atun Tursinah Mega Fatimah Rosana Meri Febri Sha Fitri Muhammad Iqbal Fasa Muhammad Kurniawan Mutia Ramadhani Mutiara Zhafarina Utami Nabilah Syafithri Nada Annisa Nadhea Jelita Pertiwi Nadia Damayanti Nora Helda Sari Nurliana, Rena Putri Fitriyani Qoirullah, Aziz Riska Puspita Dewi Sandy Septiano Winas Sari, Evita Umami, Khoirunisa Umi Puspita Sari Wulan Ramadani Trisnaudy