Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengetahui pengaruh interaksi virtual, kepercayaan, dan persepsi risiko terhadap niat beli produk fashion muslim melalui live streaming shopping tiktok pada generasi z di kota banda aceh. data yang digunakan dalam penelitian ini meliputi data primer dan data sekunder. populasi penelitian ini adalah generasi z di kota banda aceh, dengan total sampel sebanyak 100 responden. jumlah sampel ditentukan menggunakan pedoman slovin dan diambil menggunakan teknik non-probability sampling. penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner. data yang diperoleh dianalisis menggunakan regresi linear berganda yang kemudian diolah dengan program pengolah data spss. hasil penelitian menunjukkan bahwa interaksi virtual berpengaruh positif dan signifikan terhadap niat beli produk fashion muslim melalui live streaming shopping tiktok pada generasi z di kota banda aceh. kepercayaan berpengaruh positif dan signifikan terhadap niat beli produk fashion muslim melalui live streaming shopping tiktok pada generasi z di kota banda aceh. sementara itu, persepsi risiko tidak berpengaruh signifikan terhadap niat beli produk fashion muslim melalui live streaming shopping tiktok pada generasi z di kota banda aceh. selanjutnya, hasil penelitian menunjukkan bahwa interaksi virtual, kepercayaan, dan persepsi risiko secara simultan berpengaruh signifikan terhadap niat beli produk fashion muslim melalui live streaming shopping tiktok pada generasi z di kota banda aceh. kata kunci: interaksi virtual, kepercayaan, persepsi risiko, niat beli, live streaming shopping tiktok, fashion muslim.

ABSTRACT This study aims to determine the effect of virtual interaction, trust, and perceived risk on purchase intention of Muslim fashion products through TikTok Live Streaming Shopping among Generation Z in Banda Aceh City. The data used in this study include primary and secondary data. The population of this study was Generation Z in Banda Aceh City, with a total sample of 100 respondents. The number of samples was determined using slovin guidelines and taken using a non- probability sampling technique. This study used a quantitative approach with data collection through questionnaires. The data obtained were analyzed using multiple linear regression and processed using the SPSS data processing program. The results showed that virtual interaction had a positive and significant effect on purchase intention of Muslim fashion products through TikTok Live Streaming Shopping among Generation Z in Banda Aceh City. Trust had a positive and significant effect on purchase intention of Muslim fashion products through TikTok Live Streaming Shopping among Generation Z in Banda Aceh City. Meanwhile, perceived risk had no significant effect on purchase intention of Muslim fashion products through TikTok Live Streaming Shopping among Generation Z in Banda Aceh City. Furthermore, the results showed that virtual interaction, trust, and perceived risk simultaneously had a significant effect on purchase intention of Muslim fashion products through TikTok Live Streaming Shopping among Generation Z in Banda Aceh City. Keywords: Virtual Interaction, Trust, Perceived Risk, Purchase Intention, TikTok Live Streaming Shopping, Muslim Fashion.