DIGITAL MARKETING STRATEGY THROUGH TIKTOK FROM THE PERSPECTIVE OF SHARIA BUSINESS ETHICS: A CASE STUDY OF CONSUMER BUYING INTEREST IN ANA DIMSUM UMKM IN CIDERUM VILLAGE, BOGOR
Main Article Content
Azizah Mursyidah
Abrori
Bayu Purnama Putra
Hana Tri Supono
Nurfitri Candra Kirana
This study examines the influence of TikTok marketing content on consumer purchase intention for Ana Dimsum products in Ciderum Village, Bogor, amid the rapid growth of digital marketing trends. The research utilizes a quantitative cross-sectional method with a population of 50 respondents and a sample of 45 individuals. The research instrument consists of checklists measuring TikTok content variables and purchase intention. Descriptive analysis results show that 48,9% of respondents are TikTok users, and 44,4% express interest in Ana Dimsum products. Chi-square statistical testing yielded a p-value of 8,41 (\alpha > 0,05), indicating a significant influence between TikTok content and purchase intention. The Odds Ratio (OR) of 724 demonstrates that TikTok users have a 724 times higher likelihood of purchasing "contemporary" dimsum compared to non-users. In conclusion, TikTok marketing effectively and significantly drives consumer purchase intention within the local community.
Keywords: TikTok Marketing, Purchase Intention, MSMEs, Ana Dimsum.
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