The Influence of Digital Content, Endorser and Quality of Muslim Fashion Products in The Digital Era on Consumer Purchase Intention in The Lafiye Brand

Khirani, Anindy Nafi'a and , Kussudyarsana, S.E., M,Si., Ph.D (2025) The Influence of Digital Content, Endorser and Quality of Muslim Fashion Products in The Digital Era on Consumer Purchase Intention in The Lafiye Brand. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to examine the influence of digital content, endorsers, and product quality on consumer purchase intention in the Lafiye brand within the context of the digital era. A quantitative research approach was employed, utilizing a survey method through an online questionnaire distributed to respondents who met specific criteria: they are active social media users, have interacted with Lafiye’s digital content, and possess experience with or intention in purchasing the brand’s products. The findings reveal that digital content, endorsers, and product quality each have a positive and significant effect on consumer purchase intention. Digital content encompassing elements such as creativity, relevance, and interactivity emerges as a crucial factor in capturing consumer attention. In addition, product quality, including aspects such as material, design, and comfort, is demonstrated to be a key determinant in influencing purchase decisions. This research is expected to contribute to the advancement of digital marketing strategies, particularly within the Muslim fashion industry, and to serve as a reference for companies seeking to enhance their competitiveness in the digital marketplace. Constructive feedback and suggestions are highly appreciated to support the ongoing development of this study.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Digital Content, Endorser, Product Quality, Purchase Intention, Muslim Fashion, Digital Era, Lafiye.
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic Development
H Social Sciences > HC Economic Development > UMKM
H Social Sciences > HD Management, Business and Labor
H Social Sciences > HD Management, Business and Labor > Management
H Social Sciences > HD Management, Business and Labor > Management > Marketing Management
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: ANINDY NAFIA KHIRANI
Date Deposited: 19 Aug 2025 06:39
Last Modified: 19 Aug 2025 06:39
URI: http://eprints.ums.ac.id/id/eprint/136404

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