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All Journal MDP Student Conference
Valentine, Gracia Natasya
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering

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Determinasi Minat Beli Konsumen Terhadap Skincare Skintific di TikTok Shop Palembang Valentine, Gracia Natasya; -, Kardinal
MDP Student Conference Vol 5 No 1 (2026): The 5th MDP Student Conference 2026
Publisher : Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/mdp-sc.v5i1.15512

Abstract

This study aims to analyze the influence of Brand Ambassador, Product Quality, E-WOM, and Brand Image on Buying Interest in Skintific Skincare Products at E-Commerce TikTok Shop in Palembang City. The study used a quantitative approach with a survey method through the distribution of questionnaires to 221 respondents who were selected using the Probability Sampling technique with the cluster random sampling method in 18 sub-districts. Data were analyzed using multiple linear regression with the help of SPSS version 26. The results of the study show that partially and simultaneously, all independent variables have a positive and significant effect on buying interest. In conclusion, increasing consumer buying interest can be achieved through the selection of credible Brand Ambassadors. Consistent Product Quality, Positive E-WOM, and Good Brand Image.
Co-Authors -, Kardinal