Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Indo-Fintech Intellectuals: Journal of Economics and Business
Anggreani, Atika
Unknown Affiliation
Humanities Economics, Econometrics & Finance Social Sciences

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

Found 1 Documents
Search

 1 
Pengaruh Content Marketing dan Electronic Word of Mouth (E-WoM) pada Media Sosial Tiktok Shop Terhadap Keputusan Pembelian Produk Skincare Generasi Z Kota Bengkulu Anggreani, Atika; Puspita, Veny; Markoni, Markoni
Indo-Fintech Intellectuals: Journal of Economics and Business Vol. 4 No. 3 (2024): Indo-Fintech Intellectuals: Journal of Economics and Business
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/ifijeb.v4i3.1368

Abstract

This research aims find out how big influence content marketing Electronic Word of Mouth (e-WoM) TikTok shop social media purchasing decisions Generation Z skincare products Bengkulu City. research sample 160 Generation Z respondents Bengkulu City purchased skincare products TikTok shop social media. analysis data collection questionnaire Likert scale. results t test results, calculated t value content marketing variable (X1) is 7.329 with α = 0.001 < α = 0.05, means H0 is rejected, and Ha is accepted, content marketing variable has an influence on purchasing decisions (Y). calculated t value electronic word of mouth variable (X2) is 5.214 with α = 0.001 < α = 0.05, H0 is rejected, and Ha is accepted, electronic word of mouth variable influence on purchasing decisions (Y). From results F test, the calculated F is 196.632 with α = 0.001 < α = 0.005, this H0 is rejected, and Ha accepted. Overall, influence of content marketing, electronic word of mouth on TikTok shop social media purchasing decisions Generation Z skincare products Bengkulu City
Co-Authors Markoni Markoni Puspita, Veny