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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Journal of Ekonomics, Finance, and Management Studies
Achmad Syamsul Huda
Universitas Tazkia, Bogor
Religion Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Analisis Pengaruh Strategi Pemasaran pada Aplikasi Tiktok Terhadap Keputusan Belanja Online Generasi Z Wilayah Jabodetabek: Price, Content Marketing, Viral Marketing dan Live Streaming Shopping Muhammad Rezki Atthani; Achmad Syamsul Huda
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 7 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i7.7682

Abstract

TikTok has evolved not only as a platform for entertainment and information but also as a marketing medium with great potential to reach a wide audience. This study aims to analyze the influence of price, content marketing, viral marketing, and live streaming shopping on the online purchasing decisions of Generation Z in the Jabodetabek area through the TikTok application. The research method used is a descriptive quantitative approach. The sampling technique employed is non-probability sampling, specifically purposive sampling. Using Hair's formula, a total of 210 respondents were obtained as the sample. Data was collected through the distribution of questionnaires using a 1–5 Likert scale to Generation Z individuals residing in Jabodetabek who are TikTok users and have previously made purchases through the platform. Data analysis was conducted using SEM-PLS, processed with SmartPLS 4 software. The results of the study indicate that the variables of price, content marketing, viral marketing, and live streaming shopping have a positive and significant influence on the online purchasing decisions of Generation Z in the Jabodetabek area through the TikTok application.
Prinsip-prinsip Etika Bisnis dalam Al-Qur'an Dan Hadits: Relevansinya Terhadap UMKM di Kota Bogor Said Safri Ibrahim; Achmad Syamsul Huda
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 8 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i8.8056

Abstract

This study explores the relationship between the principles of business ethics in the Qur'an and Hadith and the practices of micro, small, and medium enterprises (MSMEs) in Bogor City. Employing a descriptive qualitative approach, data were collected through in-depth interviews and knowledge-based tests involving 15 MSME actors from various business sectors. Data analysis was conducted using NVivo software to identify the dominant themes emerging from the respondents' narratives. The findings reveal that ethical values such as honesty, trustworthiness (amanah), justice, transparency, and responsibility are widely understood and applied in their daily business operations. Among these, honesty emerged as the most dominant theme, reflecting a strong commitment to integrity in business practices. However, challenges in applying these ethical principles persist, including intense market competition, concerns about declining profits, and limited awareness among some business actors regarding the importance of Islamic ethics in commerce. This research underscores the significance of integrating Islamic ethical values into MSME practices to foster a more sustainable and just business ecosystem.
Co-Authors Muhammad Rezki Atthani Said Safri Ibrahim