The Influence of Cyber Religion Marketing on @am.event TikTok toward Purchase Intention of Ustadz Hanan Attaki’s Religious Lecture Tickets.
DOI:
https://doi.org/10.26740/tc.v9i1.65980Keywords:
Cyber Religion Marketing, Generation Z, Purchase Intention, TikTok, Ustadz Hanan Attaki.Abstract
In this digitalization era, social media has become a key medium for disseminating religious messages and marketing activities. The phenomenon of cyber religion utilizes digital platforms like TikTok to distribute religious content widely, while cyber marketing offers an interactive approach that attracts audience attention, particularly generation Z as active social media users. This study aims to analyze the influence of cyber religion marketing conducted by Ayah Amanah event organizer through its TikTok account @am.event on the purchase intention of tickets for Ustadz Hanan Attaki's religious lectures. This research employs a quantitative method by distributing online questionnaires to 100 generation Z respondents, who are followers of the @am.event TikTok account. The linear regression test results show a significant influence with a significance value of 0.00 < 0.05. The hypothesis test reveals that the t-value (8.388) is greater than the t-table value (1.984), meaning Ha is accepted and H0 is rejected. Thus, cyber religion marketing through TikTok @am.event significantly influences the purchase intention for Ustadz Hanan Attaki's religious lecture tickets.
Downloads
References
CNN Indonesia. (2024). CNN Indonesia. https://www.cnnindonesia.com/teknologi/20241007094807-192-1152374/indonesia-pengguna-tiktok-terbanyak-di-dunia-kalahkan-as-hingga-rusia
Detik. (2015). https://islami.co/mengapa-ustadz-hanan-attaki-digemari-remaja-dan-pemuda-islam/
doyle. (2020). Tik Tok Statistics “Everything You Need to Know.” 5(1). https://doi.org/10.5281/zenodo.6578761
Fakhruroji, M. (2017). Dakwah Di Era Media Baru Teori dan Aktivisme Dakwah Di Internet. (1st ed.). Simbiosa Rekatama Media. https://digilib.uinsgd.ac.id/31509/
Habibi, M. (2021). YouTube Sebagai Guru Agama Di Era Cyber Religion. Adzikra: Jurnal Komunikasi Dan Penyiaran Islam, 12(1), 12–26. https://doi.org/10.32678/ adzikra.v12i1.4548
Hootsuite. (2023). Hootsuite (We Are Social).
IDN Research Institute. (2019). About the report. https://doi.org/10.18356/d60ac2d9-en
Mauludin, H. (2019). Strategi Dakwah Ustadz Hanan Attaki Dalam Mensosialisasikan Gerakan Pemuda Hijrah (Shift) Melalui Sosial Media Instagram. Repository.Uinjkt.Ac.Id. http://repository.uinjkt.ac.id/dspace/handle/123456789/48037
Safitri, A. P. (2021). Pemasaran digital dalam pengajian online: Studi pada generasi muda. Jurnal Komunikasi Dan Pemasaran, 1(7), 111–123. https://doi.org/10.1234/jkp.2021.011
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (23rd ed.). Alfabeta.
Survei Nasional PPIM UIN Jakarta. (2021). PPIM UIN Jakarta. https://ppim.uinjkt.ac.id/2021/12/09/launching-hasil-penelitian-ppim-uin-jakarta-beragama-ala-anak-muda-ritual-no-konservatif-yes/
TikTok Statistict, Exploding Topics. (2024). https://explodingtopics.com/blog/tiktok-demographics
Tysara, L. (2023). Arti Jomblo Fisabilillah, Ciri-Ciri, dan Contoh Perilakunya. Liputan 6. https://www.liputan6.com/hot/read/5422396/arti-jomblo-fisabilillah-ciri-ciri-dan-contoh-perilakunya?page=3
Ummah, N. H. (2023). Pemanfaatan Sosial Media Dalam Meningkatkan Efektivitas Dakwah Di Era Digital. Jurnal Manajemen Dakwah, 11(1), 151–169. https://doi.org/10.15408/jmd.v11i1.32914
CNN Indonesia. (2024). CNN Indonesia. https://www.cnnindonesia.com/teknologi/20241007094807-192-1152374/indonesia-pengguna-tiktok-terbanyak-di-dunia-kalahkan-as-hingga-rusia
Detik. (2015). https://islami.co/mengapa-ustadz-hanan-attaki-digemari-remaja-dan-pemuda-islam/
doyle. (2020). Tik Tok Statistics “Everything You Need to Know.” 5(1). https://doi.org/10.5281/zenodo.6578761
Fakhruroji, M. (2017). Dakwah Di Era Media Baru Teori dan Aktivisme Dakwah Di Internet. (1st ed.). Simbiosa Rekatama Media. https://digilib.uinsgd.ac.id/31509/
Habibi, M. (2021). YouTube Sebagai Guru Agama Di Era Cyber Religion. Adzikra: Jurnal Komunikasi Dan Penyiaran Islam, 12(1), 12–26. https://doi.org/10.32678/ adzikra.v12i1.4548
Hootsuite. (2023). Hootsuite (We Are Social).
IDN Research Institute. (2019). About the report. https://doi.org/10.18356/d60ac2d9-en
Mauludin, H. (2019). Strategi Dakwah Ustadz Hanan Attaki Dalam Mensosialisasikan Gerakan Pemuda Hijrah (Shift) Melalui Sosial Media Instagram. Repository.Uinjkt.Ac.Id. http://repository.uinjkt.ac.id/dspace/handle/123456789/48037
Safitri, A. P. (2021). Pemasaran digital dalam pengajian online: Studi pada generasi muda. Jurnal Komunikasi Dan Pemasaran, 1(7), 111–123. https://doi.org/10.1234/jkp.2021.011
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (23rd ed.). Alfabeta.
Survei Nasional PPIM UIN Jakarta. (2021). PPIM UIN Jakarta. https://ppim.uinjkt.ac.id/2021/12/09/launching-hasil-penelitian-ppim-uin-jakarta-beragama-ala-anak-muda-ritual-no-konservatif-yes/
TikTok Statistict, Exploding Topics. (2024). https://explodingtopics.com/blog/tiktok-demographics
Tysara, L. (2023). Arti Jomblo Fisabilillah, Ciri-Ciri, dan Contoh Perilakunya. Liputan 6. https://www.liputan6.com/hot/read/5422396/arti-jomblo-fisabilillah-ciri-ciri-dan-contoh-perilakunya?page=3
Ummah, N. H. (2023). Pemanfaatan Sosial Media Dalam Meningkatkan Efektivitas Dakwah Di Era Digital. Jurnal Manajemen Dakwah, 11(1), 151–169. https://doi.org/10.15408/jmd.v11i1.32914
Downloads
Published
How to Cite
Issue
Section
Abstract views: 71
,
PDF Downloads: 51
