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Nefianto, Tirton
Universitas Esa Unggul
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Journal : Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis

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Analisis Fashion Influencer Berkontribusi Dalam Purchase Intention Konsumen Tiktokshop Firda Dwi Rahmawati; Tirton Nefianto
Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis Vol. 1 No. 4 (2023): Jurnal Manajemen dan Administrasi Bisnis
Publisher : Politeknik Kampar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59061/dinamikapublik.v1i4.425

Abstract

The development of the trading industry in the online or e-commerce world which is increasingly rapid and increasingly dynamic encourages economic growth and provides direct and indirect benefits to trading activities. One of the current trading strategies is content marketing with influencers. This study aims to determine the contribution of influencers in the fashion sector in the purchase intention of Tiktok Shop consumers. Data collection was carried out using the method of collecting information through a survey with a questionnaire distributed via social media. The population in this study are users who have used and shopped at the Tiktok Shop application in the Jabodetabek area. Questionnaires collected as many as 170 respondents, the data is then processed by means of multiple linear regression analysis. The results of this study indicate that there is a positive influence of expertise influencer and positive attractiveness influence on purchase intention, while trustworthy is not affected by Purchase Intention.
Co-Authors Abi Saptadinata Ahmad Fuad Albert Albert Andini Dalimunthe, Nurul Ari Pambudi Arif, Zaenal Ayu Larasati Ayu Larasati Budy Wiryawan Cholifihani, Muhammad Deffi Ayu Puspito Sari Dewi, Maya Puspita Dita Nurmala Dewi Erry Yudhya Mulyani Fera, Yuliana Firda Dwi Rahmawati Fitria Sheva Yulianti Heridadi, Heridadi Hidayat, Yahya Rachmana Ichwanudin, Muhammad IDK Kertawidana Ikbal Rachmat Illah Sailah Imam Yuwono Kasmila, Chyndy Lasmono, L Lestari, Dessy Puji Malahayati Malahayati NOVITASARI Nugroho, Tezar Mega Nur Suci Untari Praja, Arief Kusuma Among Pramono, Rudy Rojuaniah Rojuaniah Septiyani Septiyani, Septiyani Shiddiqy, Hasbi Ash Sinisuka, Meiwana SITI MARIAM Situmorang, Frida Suryani, Devina Ratna Tarigan, Mazmur Triutomo, Sugeng Ummanah Ummanah, Ummanah Vania Aureli Nurizky Wicaksana , Harits Hijrah Wicaksana, Harits Hijrah Wijaya, Rahmat Wijayanto, Joni