Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Interaksi Online
Permata Ayuning Mulia, Catharina
Unknown Affiliation
Library & Information Science Social Sciences

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

Found 1 Documents
Search

 1 
PENGARUH PERCEIVED CONTENT ENTERTAINMENT, PERCEIVED PRODUCT INFORMATIVENESS, DAN PERCEIVED SOURCE CREDIBILITY DALAM KONTEN TIKTOK AFFILIATE TERHADAP MINAT BELI DI SOCIAL COMMERCE TIKTOK SHOP Permata Ayuning Mulia, Catharina; Surayya Ulfa, Nurist
Interaksi Online Vol 12, No 4: Oktober 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Affiliate marketing on TikTok has the potential to be an effective strategy for increasing consumer purchase intention. Products or brands can achieve broad promotion by involving third parties such as content creators through TikTok Affiliate programs. Despite numerous successes, not all affiliates manage to enhance purchase intention effectively. This study aims to investigate the impact of perceived content entertainment, perceived product informativeness, and perceived source credibility in TikTok Affiliate content on purchase intention in social commerce via TikTok Shop. The theoretical framework employed is the Theory of Reasoned Action (TRA). The research involves 100 respondents who meet the criteria of being male and female, aged 18-25 years, and active TikTok users. Hypothesis testing using F-tests in multiple linear regression indicates a positive influence of perceived content entertainment, perceived product informativeness, and perceived source credibility in TikTok Affiliate content on purchase intention in social commerce via TikTok Shop, with significance levels at 0.000 < 0.05. This study highlights the importance of information, entertainment, and credibility in affiliate content to enhance purchase intention in social commerce on TikTok Shop.
Co-Authors Nurist Surayya Ulfa