The Impact of TikTok-Based Digital Marketing on Consumer Purchase Intention: Evidence from Greenhouse Tanjoeng Farm in the Perspective of Islamic Economics

RIZQI, RIDHO MUHAMMAD (2026) The Impact of TikTok-Based Digital Marketing on Consumer Purchase Intention: Evidence from Greenhouse Tanjoeng Farm in the Perspective of Islamic Economics. Kartika: Jurnal Studi Keislaman, 6 (2). pp. 3600-3615. ISSN 2810-0573

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Abstract

The rapid growth of social media has transformed digital marketing practices, making
TikTok one of the most influential platforms in shaping consumer purchase intention. This
study examines the effects of promotion, content attractiveness, and consumer trust on
purchase intention through TikTok marketing from the perspective of Islamic economics.
A quantitative approach was employed using data collected from 150 consumers of
Greenhouse Tanjoeng Farm and analyzed through Structural Equation Modeling–
Partial Least Squares (SEM-PLS). The findings reveal that content attractiveness and
consumer trust positively influence purchase intention, whereas promotion does not have
a significant effect. These results indicate that consumers in digital environments place
greater emphasis on engaging content, credibility, and trustworthy relationships than on
conventional promotional activities. From the perspective of Islamic economics, the
findings reinforce the importance of tabligh, fathanah, amanah, and shiddiq as ethical
foundations for digital marketing practices. This study contributes to the literature by
demonstrating that the effectiveness of TikTok marketing depends primarily on content
quality and consumer trust rather than promotional intensity. Practically, the findings
provide insights for businesses to develop ethical, trust-based, and content-oriented
marketing strategies to enhance consumer purchase intention in digital marketplaces.

Item Type:	Article
Uncontrolled Keywords:	Keywords: TikTok Marketing; Content Attractiveness; Consumer Trust; Purchase Intention; Islamic Economics.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor
Divisions:	Fakultas Agama Islam > S1 Ekonomi Syari'ah
Depositing User:	Unnamed user with email rizkyridho403@gmail.com
Date Deposited:	18 Aug 2026 04:14
Last Modified:	18 Aug 2026 04:14
URI:	https://repository.unuja.ac.id/id/eprint/4243

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