SOCIAL MEDIA MARKETING, CUSTOMER EXPERIENCE, AND FUNCTIONAL VALUE ON WILLINGNESS TO PAY

AN ISLAMIC MARKETING PERSPECTIVE

Abstract

This study aims to analyze 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 an Islamic marketing management perspective. The study employed a quantitative approach using a survey method, with questionnaires distributed to 99 consumers selected through purposive sampling. The data were analyzed using multiple linear regression with the assistance of SPSS version 27. The results indicate that, partially, social media marketing has a positive and significant effect on willingness to pay (t = 3.495; p = 0.001), customer experience has a positive and significant effect (t = 2.425; p = 0.017), and functional value also has a positive and significant effect (t = 2.614; p = 0.010). Simultaneously, the three variables form a significant model in explaining willingness to pay (F = 51.223; p < 0.001), with an Adjusted R Square value of 0.606. Theoretically, this study extends the literature on willingness to pay by integrating digital marketing factors, customer experience, and functional value within the context of Islamic marketing. Practically, the findings highlight the importance of managing informative and transparent digital communication, creating positive customer experiences, and strengthening product quality and benefits. From an Islamic marketing perspective, these strategies should be implemented based on the principles of shiddiq (truthfulness), amanah (trustworthiness), tabligh (transparent and effective communication), and fathanah (wisdom and professionalism), ensuring that economic value creation remains aligned with trust, maslahah (public benefit), and barakah (blessings) in business activities.