PENGARUH SOCIAL MEDIA MARKETING, CUSTOMER EXPERIENCE, DAN NILAI FUNGSIONAL TERHADAP WILLINGNESS TO PAY DALAM PERSPEKTIF MANAJEMEN PEMASARAN SYARIAH (Studi Pada Konsumen Paris Jilbab di Bandar Lampung)

LINA, MAULINDA (2026) PENGARUH SOCIAL MEDIA MARKETING, CUSTOMER EXPERIENCE, DAN NILAI FUNGSIONAL TERHADAP WILLINGNESS TO PAY DALAM PERSPEKTIF MANAJEMEN PEMASARAN SYARIAH (Studi Pada Konsumen Paris Jilbab di Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

PDF Download (4MB)

Abstract

ABSTRACT Perkembangan media sosial dan meningkatnya persaingan industri modest fashion menyebabkan konsumen semakin selektif dalam menentukan willingness to pay, yang dipengaruhi oleh promosi digital, pengalaman berbelanja, dan nilai fungsional produk. Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing, customer experience, dan nilai fungsional terhadap willingness to pay konsumen Paris Jilbab di Bandar Lampung serta menginterpretasikan hasilnya dalam perspektif manajemen pemasaran syariah. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 99 responden yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan regresi linear berganda dengan bantuan SPSS versi 27. Hasil penelitian menunjukkan bahwa secara parsial social media marketing (t = 3,495; p = 0,001), customer experience (t = 2,425; p = 0,017), dan nilai fungsional (t = 2,614; p = 0,010) berpengaruh positif dan signifikan terhadap willingness to pay. Secara simultan, ketiga variabel juga berpengaruh positif dan signifikan (F = 51,223; p < 0,001) dengan nilai Adjusted R Square sebesar 0,606. Secara teoretis, penelitian ini memperkaya kajian willingness to pay dalam konteks pemasaran syariah melalui integrasi social media marketing, customer experience, dan nilai fungsional. Secara praktis, hasil penelitian menunjukkan bahwa optimalisasi komunikasi digital, pengalaman pelanggan, serta kualitas produk yang sesuai dengan prinsip shiddiq, amanah, tabligh, dan fathanah dapat meningkatkan willingness to pay konsumen. 1 Kata kunci : Social Media Marketing, Customer Experience, Nilai Fungsional, Willingness To Pay, Perspektif Manajemen Pemasaran Syariah ABSTRACT The rapid growth of social media and increasing competition in the modest fashion industry have made consumers more selective in determining their willingness to pay, which is influenced not only by digital marketing but also by customer experience and the functional value of products. This study aims to examine the effects of social media marketing, customer experience, and functional value on the willingness to pay of Paris Jilbab consumers in Bandar Lampung and to interpret the findings from the perspective of Islamic marketing management. This study employed a quantitative approach using a survey method involving 99 respondents selected through purposive sampling. The data were analyzed using multiple linear regression with SPSS version 27. The results reveal that social media marketing (t = 3.495; p = 0.001), customer experience (t = 2.425; p = 0.017), and functional value (t = 2.614; p = 0.010) each have a positive and significant effect on willingness to pay. Simultaneously, these three variables also have a positive and significant effect on willingness to pay (F = 51.223; p < 0.001), with an Adjusted R Square value of 0.606. Theoretically, this study enriches the literature on willingness to pay by integrating social media marketing, customer experience, and functional value within the context of Islamic marketing. Practically, the findings suggest that optimizing digital communication, enhancing customer experience, and improving product quality in accordance with the principles of shiddiq (truthfulness), amanah (trustworthiness), tabligh (transparent communication), and fathanah (professional competence) can increase consumers' willingness to pay. Keywords : Social Media Marketing, Customer Experience, Functional Value, Willingness To Pay, Perspective Of Sharia Marketing Management

Actions (login required)

View Item