Susilo, Cahya and , Muhammad Sholahuddin, S.E. M.Si. (2026) Sharia Digital Marketing Strategy And Halal Content Marketing On Halal Purchasing Decisions With Halal Consumer Purchasing Power As Mediating Variable. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study examines how sharia digital marketing strategy and Halal Content Marketing influence halal purchase decisions in automotive products, with halal consumer purchasing power placed as a mediating variable. The research uses a quantitative approach, supported by primary data collected through questionnaires. Respondents were consumers or potential consumers of automotive products who had experience, interest, or purchase plans related to vehicles, and who had been exposed to automotive digital marketing information. The data were processed using Partial Least Squares Structural Equation Modelling through SmartPLS. The analysis included descriptive statistics, measurement model testing, structural model testing, direct hypothesis testing, and mediation testing. The findings show that the indicators used to measure sharia digital marketing strategy, Halal Content Marketing, halal consumer purchasing power, and halal purchase decisions meet validity and reliability standards. The model shows that sharia digital marketing strategy and Halal Content Marketing can explain halal consumer purchasing power, while sharia digital marketing strategy, Halal Content Marketing, and halal consumer purchasing power can explain halal purchase decisions. The hypothesis testing indicates that sharia digital marketing strategy has a positive and significant effect on halal consumer purchasing power and halal purchase decisions. Halal Content Marketing also shows a positive and significant effect on halal consumer purchasing power and halal purchase decisions. Furthermore, halal consumer purchasing power has a positive and significant effect on halal purchase decisions and mediates the relationship between the two marketing variables and halal purchase decisions. Mediation is partial, as the direct effects remain significant.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Sharia Digital Marketing Strategy, Halal Content Marketing, Halal Consumer Purchasing Power, Halal Purchasing Decision. |
| Subjects: | 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: | CAHYA SUSILO |
| Date Deposited: | 23 Aug 2026 14:02 |
| Last Modified: | 23 Aug 2026 14:02 |
| URI: | http://eprints.ums.ac.id/id/eprint/148727 |
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