Electronic Theses and Dissertation

ABSTRAK
Perkembangan media sosial telah mendorong perubahan signifikan dalam strategi
pemasaran industri fashion, termasuk fashion muslim. Fenomena yang terjadi di
Pagar Air Fashion District Aceh menunjukkan bahwa produk fashion muslim
dengan harga relatif tinggi tetap diminati dan dibeli oleh konsumen. Penelitian ini
bertujuan untuk menganalisis pengaruh Social Media Marketing terhadap
Willingness to Pay Premium Price dengan Perceived Value sebagai variabel
mediasi pada produk fashion muslim di Pagar Air Fashion District Aceh. Penelitian
ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan
melalui penyebaran kuesioner kepada konsumen yang belum atau sudah pernah
membeli produk fashion muslim di Pagar Air Fashion District Aceh. Teknik
pengambilan sampel menggunakan metode purposive sampling, sedangkan analisis
data dilakukan dengan metode Structural Equation Modeling–Partial Least
Squares (SEM-PLS). Hasil penelitian diharapkan dapat menunjukkan bahwa Social
Media Marketing berpengaruh positif terhadap Perceived Value dan Willingness to
Pay Premium Price, serta Perceived Value berperan sebagai variabel mediasi dalam
hubungan tersebut. Penelitian ini diharapkan dapat memberikan kontribusi
akademik dalam pengembangan kajian pemasaran digital serta menjadi bahan
pertimbangan praktis bagi pelaku usaha fashion muslim dalam merancang strategi
pemasaran berbasis media sosial.
Kata Kunci: Social Media Marketing, Perceived Value, Willingness to Pay
Premium Price, Fashion Muslim, Pagar Air Fashion District.

ABSTRACT The rapid development of social media has led to significant changes in marketing strategies within the fashion industry, including the Muslim fashion sector. The phenomenon observed in Pagar Air Fashion District Aceh shows that Muslim fashion products with relatively high prices remain attractive and continue to be purchased by consumers. This study aims to analyze the effect of Social Media Marketing on Willingness to Pay Premium Price with Perceived Value as a mediating variable for Muslim fashion products in Pagar Air Fashion District Aceh.This study employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to consumers who have or never purchased Muslim fashion products in Pagar Air Fashion District Aceh. The sampling technique used was purposive sampling, and data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results of this study are expected to demonstrate that Social Media Marketing has a positive effect on Perceived Value and Willingness to Pay Premium Price, and that Perceived Value acts as a mediating variable in this relationship. This research is expected to contribute academically to the development of digital marketing literature and provide practical insights for Muslim fashion businesses in designing effective social media marketing strategies. Keywords: Social Media Marketing, Perceived Value, Willingness to Pay Premium Price, Muslim Fashion, Pagar Air Fashion District.