Islamic Marketing dan Minat Beli Milenial: Peran Media Sosial di Kabupaten Merangin
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Abstract
This study aims to analyze the role of Islamic marketing and social media in influencing the purchase intention of Muslim millennials in Merangin Regency. The study employed a quantitative approach involving 300 respondents. The data were analyzed using the Partial Least Squares (PLS) method with the assistance of WarpPLS 6. The results show that Islamic Marketing has a positive and significant effect on Purchase Intention, with an effect contribution of 15%. In addition, Social Media was found to moderate the relationship between Islamic Marketing and Purchase Intention, with a moderation effect of 16%. These findings indicate that the implementation of Islamic Marketing values, such as honesty, ethics, halal principles, and trust, can increase consumers' purchase intention. Effective use of social media can further strengthen this influence by providing broader marketing information and communication. Therefore, the implementation of Islamic Marketing supported by the effective utilization of social media can serve as an effective strategy for increasing consumers' purchase intention in Merangin Regency.
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