<![CDATA[The declining purchase interest in Muslim women’s fashion products has become a challenge that needs to be addressed, especially amid the increasing use of social media by digital consumers. In this context, TikTok is used as a promotional medium to regain consumer interest. This study aims to understand how the use of TikTok as a promotional medium can contribute to encouraging purchase intention toward Ghaliyahijab.id products. This research employs a qualitative approach, with interviews and observations used as data collection techniques. Data validity was tested through source triangulation, involving various informants, and technique triangulation, which included interviews, documentation, and observation. The findings indicate that the use of TikTok as a promotional channel is in line with the characteristics of new media and contemporary consumer behavior. TikTok supports dynamic interaction, targeted and personalized message delivery, as well as time-flexible and on-demand access to content. The form of interaction that occurs is not merely one-way communication, but also provides space for audiences to respond both directly and asynchronously. Using the AISAS Model, the study explains that the promotional flow follows the stages of consumer behavior, beginning with attracting attention, building interest, encouraging information search, stimulating purchase intention, and motivating consumers to share their experiences. These findings affirm that consumer engagement does not end with purchase transactions alone, but develops into an active role in promoting the brand, both through digital media and personal recommendations.]]>
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