Increasing Purchase Intention Through Creator-Moderated Customer Engagement Facial Presence and Islamic Business Ethics Fit in TikTok Affiliate Promotion Videos
Abstract
This study aims to analyze the increase in purchase intention through customer engagement moderated by creator facial presence and Islamic business ethics fit in TikTok affiliate promotional videos. This study uses a quantitative approach with descriptive and causal research types. The population in this study includes the entire TikTok Muslim audience in Cirebon Regency who are included in the categories of generation Z (born 1997–2012) and millennials (born 1981–1996), with an unknown population size. A sample of 100 respondents was determined using a purposive sampling technique calculated using the Lemes how formula. The results of the study show that 1) Customer engagement has a positive and significant effect on purchase intention, this means that the higher the engagement on the product in the TikTok affiliate promotional video, the greater the audience's intention to buy the promoted product, 2) Creator facial presence has a positive and significant effect on purchase intention, this means that the higher the creator's facial presence in the TikTok affiliate promotional video, the higher the audience's intention to buy the promoted product, 3) Islamic business ethics fit has a positive and significant effect on purchase intention, this means that the higher the level of conformity of the TikTok affiliate promotional video to Islamic business ethics, the greater the audience's intention to buy the promoted product, 4) Creator facial presence can strengthen the influence of customer engagement on purchase intention. This means that the higher the creator's facial presence, the greater the influence of customer engagement on purchase intention, 5) Islamic business ethics fit can strengthen the influence of customer engagement on purchase intention. This means that the higher the conformity of Islamic business ethics in the TikTok affiliate promotional video, the greater the influence of customer engagement on purchase intention.
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