Intensitas Penggunaan dan Kualitas Konten TikTok terhadap Minat Beli Mixue Generasi Z Blora: Tinjauan Syariah

This study examines the effect of TikTok usage intensity and content quality on Generation Z's purchase intention toward Mixue products via TikTok Shop in Blora Regency, and interprets the findings from an Islamic consumer behavior perspective. A quantitative associative design was used, collecting data from 115 respondents through an online Likert-scale questionnaire, analyzed with validity, reliability, classical assumption tests, and multiple linear regression. All items were valid (r > 0.183) and reliable (Cronbach's Alpha 0.79-0.94). The model explained 73.8% of the variance in purchase intention. Content quality had a positive and significant effect on purchase intention (β = 0.838; p < 0.001), whereas usage intensity alone was not significant (β = 0.072; p = 0.379); both variables simultaneously affected purchase intention significantly (F = 157.895; p < 0.001). Purchase intention correlated strongly with sharia-based consumption indicators such as halal consideration and avoidance of israf (r = 0.701), suggesting Gen Z consumers in Blora remain partly guided by Islamic consumption values despite intensive TikTok exposure. Content credibility and relevance matter more than mere frequency of use in shaping digital purchase behavior.