Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal JURNAL MANAJEMEN MOTIVASI
Agil Karisa
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Role of Viral Marketing and Content Marketing in Miniso Purchases on TikTok: Pengaruh Viral Marketing, Konten Marketing Dan Live Streaming Terhadap Keputusan Pembelian Melalui Brand Trust Pada Toko Miniso di Tik Tok Agil Karisa; Ambarwati , Diana; Munawaroh, Nuril Aulia
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8563

Abstract

This study investigates the impact of viral marketing, content marketing, and live streaming on purchase decisions, with brand trust as a mediating variable, among TikTok users who shop at Miniso in Kediri. Using a quantitative approach with 384 respondents, data were analyzed via SEM-PLS. Results show that all three marketing strategies significantly affect brand trust and purchase decisions. However, brand trust only mediates the effects of viral marketing and live streaming. These findings highlight the importance of interactive, trust-building strategies on TikTok. Miniso should enhance brand trust through engaging content and consider expanding platforms and variables for future research.
Co-Authors Ambarwati , Diana Nuril Aulia Munawaroh