PENGARUH SEARCH ENGINE OPTIMIZATION (SEO), SOCIAL MEDIA MARKETING (SMM) DAN ADVERTISING CREATIVITY TERHADAP PURCHASE INTEREST MENURUT PERSPEKTIF BISNIS ISLAM (Studi Pada Gen Z Pengguna Samsung Di Bandar Lampung)

EVITA, SARI (2026) PENGARUH SEARCH ENGINE OPTIMIZATION (SEO), SOCIAL MEDIA MARKETING (SMM) DAN ADVERTISING CREATIVITY TERHADAP PURCHASE INTEREST MENURUT PERSPEKTIF BISNIS ISLAM (Studi Pada Gen Z Pengguna Samsung Di Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Penelitian ini dilakukan guna menganalisis pengaruh optimalisasi mesin pencarian, pemasaran media sosial dan kreativitas iklan terhadap purchase interest yang dilakukan di kalangan generasi z Bandar Lampung dalam perspektif bisnis Islam. Penelitian ini menerapkan pendekatan kuantitatif yang ditujukan kepada 100 responden melalui teknik purposive sampling. Analisis data yang digunakan berupa SEMPLS guna menguji pengaruh antar variabel. Temuan penelitian membuktikan bahwa optimalisasi mesin pencarian tidak berpengaruh signifikan terhadap purchase interest. Pemasaran media sosial berpengaruh signifikan terhadap purchase interest. Kreativitas iklan tidak berpengaruh signifikan terhadap purchase interest. Menandakan generasi z lebih responsive terhadap pemasaran media sosial dibandingkan optimalisasi mesin pencarian dan kreativitas iklan. Dalam sudut pandang bisnis Islam, ketiganya wajib menegakkan nilai transparansi, kejujuran hingga tanggung jawab dalam membangun minat beli konsumen yang rasional dan sesuai prinsip bisnis Islam. Kata Kunci: search engine optimization, social media marketing, advertising creativity, purchase interest, bisnis Islam. ABSTRACT This research was conducted to analyze the influence of search engine optimization, social media marketing, and advertising creativity on purchase interest conducted among Generation Z in Bandar Lampung from an Islamic business perspective. The research applied a quantitative approach to 100 respondents through purposive sampling techniques. The data analysis used was SEM-PLS to examine the influence among variables. The research findings proved that search engine optimization did not have a significant influence on purchase interest. Social media marketing had a significant influence on purchase interest. Advertising creativity did not have a significant influence on purchase interest. Indicating that Generation Z is more responsive to social media marketing compared to search engine optimization and advertising creativity. From the Islamic business perspective, all three are required to uphold the values of transparency, honesty, and responsibility to build rational consumer purchase interest in accordance with Islamic business principles. Keyword: search engine optimization, social media marketing, advertising creativity, purchase interest, Islamic business.

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