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All Journal Sains: Jurnal Manajemen dan Bisnis Inovasi : Jurnal Ekonomi, Keuangan, dan Manajemen Dimasejati: Jurnal Pengabdian Kepada Masyarakat JBMR: Journal of Business and Management Review Indonesian Community Service and Empowerment Journal (IComSE) International Journal of Business, Economics, and Social Development Indonesian Journal of Business Analytics (IJBA) Journal Research of Social Science, Economics, and Management
Ramlah Puji Astuti
Universitas Swadaya Gunung Jati Cirebon
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : JBMR: Journal of Business and Management Review

 1 
Analysis The Impact of Viral Marketing, Price, and Online Costumer Review On a Celebrity Endorser-Mediated Buy Decision On The TikTokShop App Apsari, Sindi Salsa; Nugraha, Maulana Alip; Astuti, Ramlah puji
Journal of Business and Management Review Vol. 5 No. 6 (2024): (Issue-June)
Publisher : Profesional Muda Cendekia Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47153/jbmr.v5i6.982

Abstract

Research Aims: This study aims to analyze the influence of three main factors, namely viral marketing, perceived prices, and online customer reviews, on purchasing decisions mediated by celebrity endorsers in the TikTok application. Design/methodology/approach: This research uses a quantitative approach by collecting data through surveys using questionnaires and literature studies. Data analysis using regression tests with the help of the SPSS program. Research Findings: The results showed that viral marketing, perceived price, and online customer reviews are important factors that can influence consumer purchasing decisions on the Tiktokshop application. Theoretical Contribution/Originality: A marketing strategy that combines these factors effectively can be the key to increasing sales and company competitiveness on the Tiktokshop platform. Keywords: viral marketing, perceived price, online customer review, purchase decision, celebrity endorser 
Co-Authors Afronjiah, Afronjiah Agustina Agustina Apri Dwi Astuti Apsari, Sindi Salsa Firman Hidayat Hidayat, Firman Kartono Kartono Moh Yudi Mahadianto Nugraha, Maulana Alip Prihatiningsih, Rahayu Rahmadi Rahmadi Ryana Noer Kholiazmi Sarabila, Fathiya Sintia Nurfadilah Siti Kumayah Suci Hestya Damayanti Yunita Yunita