THE EFFEVTIVENESS OF TIKTOK MARKETING AMONG YOUNG MUSLIM CONSUMERS: CHALLENGES IN RELIGIOUS PRODUCT PROMOTION

Tisya Aulia Rahma

Abstract


This study aims to analyze the effectiveness of TikTok marketing in promoting religious products to young Muslim consumers. TikTok, as a short-video platform, offers high interactivity, making it a potential medium for digital marketing. Promoting religious products requires special attention to Islamic values and ethics.The research employs a quantitative descriptive correlational approach. Data were collected via an online questionnaire from 150 respondents aged 17–30 who actively use TikTok. Independent variables include creative content, influencer credibility, and Islamic values & ethics; the dependent variable is promotion effectiveness, measured through purchase intention, engagement, and consumer trust. Data were analyzed using Pearson Product Moment correlation. The results show a positive and significant relationship between TikTok marketing and promotion effectiveness (r = 0.63; p < 0.05). Marketing strategies are most effective when creative content is presented while maintaining Islamic ethical principles.

 


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DOI: https://doi.org/10.3059/insis.v0i0.28651

DOI (PDF): https://doi.org/10.3059/insis.v0i0.28651.g15494

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