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- Title
ANTECEDENT OF PURCHASE DECISIONS ON SOCIAL COMMERCE TIKTOK SHOP.
- Authors
Fristamara, Yosep; Trianasari; Rahmawati, Putu Indah
- Abstract
This research aims to test the influence of viral marketing, content marketing, online customer reviews, celebrity endorsers, flash sales, and word of mouth (WOM) variables on purchasing decisions at the TikTok Shop in Buleleng Regency. The total sample obtained was 238 respondents. The data in this study was collected using a closed questionnaire. Data were analysed using multiple linear regression tests using SPSS. The research results show that partially and simultaneously, Viral marketing, content marketing, Online customer reviews, Celebrity endorsers, Flash sales, and Word of mouth have a positive and significant influence on purchasing decisions. Dapat disimpulkan bahwa viral marketing, content marketing, online customer review, celebrity endorser, flash sale, dan word of mouth memiliki pengaruh positif dan signifikan parsial atau simultan terhadap keputusan pembelian
- Subjects
CONTENT marketing; ADVERTISING endorsements; WORD of mouth advertising; CONSUMERS' reviews; SPSS (Computer software)
- Publication
Jurnal Indonesia Sosial Teknologi, 2024, Vol 5, Issue 2, p614
- ISSN
2723-6609
- Publication type
Article
- DOI
10.59141/jist.v5i2.911