PENGARUH KREDIBILITAS INFLUENCER DAN DAYA TARIK KONTEN TIKTOK TERHADAP MINAT BELI PRODUK HIJAB LAFIYE

Hermansyah, Devi Virgiana (2026) PENGARUH KREDIBILITAS INFLUENCER DAN DAYA TARIK KONTEN TIKTOK TERHADAP MINAT BELI PRODUK HIJAB LAFIYE. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

This research is motivated by the growing use of TikTok as a promotional medium for fashion products, specifically hijabs; consequently, companies need to consider influencer credibility and content appeal to boost consumer purchase intention. This study aims to determine the influence of influencer credibility and content appeal on the purchase intention for Lafiye hijab products on the TikTok platform. The study employs a quantitative descriptive approach using primary data obtained through questionnaires distributed to 120 respondents. The data analysis technique used is multiple linear regression analysis, facilitated by IBM SPSS Statistics 25 software. The study population consists of TikTok users who follow the @lafiye.com account, have viewed promotional content for Lafiye hijabs, and have not yet made a purchase. As the exact size of this population is unknown, it falls into the category of an infinite population. The regression results (coefficient of 0.367) indicate that influencer credibility has a positive and significant influence on purchase intention. Content appeal (coefficient of 0.216) also shows a positive and significant influence on purchase intention. Furthermore, the coefficient of determination (R-Square) results indicate that influencer credibility and content appeal explain 33.9% of the influence on purchase intention, while the remainder is influenced by variables outside the scope of this study. Thus, influencer credibility and content appeal play a crucial role in increasing consumer purchase intention for Lafiye hijab products.

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