Analysis of Factors Influencing Purchase Decision Via Tiktok Shop Application (A Case Study of Muslim Gen Z in Malang City)

Restu Putra, Dimas
Khusnia Anggraini, Ika

Islamic Economics and finance in Focus (IEFF)
Vol. 4 No. 3 (2025)

The background of this study is based on the increasing trend of online shopping and the dominance of social media as a digital marketing channel. This study aims to analyze the influence of price perception, video marketing content, emotional motives, rational motives, and halal awareness on the purchasing decisions of Gen Z Muslims in Malang City through the TikTok Shop application. The focus of this study is Gen Z Muslim customers who frequently use TikTok Shop. The results show that only emotional motives from the five variables tested have a significant influence on their purchasing decisions; price perception, video marketing content, rational motives, and knowledge about halal have no influence. In short, religious values, price, promotions, and rationality are not the main factors when Gen Z Muslims choose goods.