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All Journal Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Jurnal Ekonomi dan Bisnis
Reswara, Hening Hasna
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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FAKTOR-FAKTOR YANG MEMENGARUHI PURCHASE INTENTION LIVE STREAMING APLIKASI TIK TOK Reswara, Hening Hasna; Wijaya, Nikodemus Hans Setiadi
Jurnal Ekonomi Dan Bisnis Vol 18 No 1 (2024): JEB Vol 18 No 1 Maret 2024
Publisher : LPPM STIE YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53916/jeb.v18i1.80

Abstract

This study aims to examine the relationship of promotion among viral marketing, brand awareness, celebrity endorser, and affiliate marketing towards purchase intention on Tik Tok. It employed a purposive technique by distributing questionnaires through google form. In total, there were 145 respondents of millennials and Z generations who own Tik Tok. This study used the Statistical Package for Social Science (SPSS) 26 data analysist method. The data analysis resulted in the influence of viral marketing, celebrity endorser, brand awareness, and affiliate marketing on purchase intention with partial, simultaneous, and multiple linear regression tests. In addition, the test result proved that affiliate marketing has the strongest influence compare to other independent variables toward purchase intention with multiple linear regression value 0.695
Pengaruh Daya Tarik Audiovisual Influencer terhadap Kerterlibatan Perilaku Konsumen dengan Interaksi Influencer-Pelanggan sebagai Mediasi Reswara, Hening Hasna; Winarno, Wing Wahyu; Biyanto , Frasto
Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Vol. 2 No. 12 (2024): Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi
Publisher : Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi

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

Abstract

This study aims to determine the influence of influencers' audiovisual attractiveness on consumer behavioral engagement, with influencer-customer interaction as a mediating factor. The study employs the Source Credibility Theory, focusing on the dimensions of attractiveness, expertise, and trustworthiness. Influencers, through video content sharing their personal experiences and recommendations, can evoke positive responses from consumers. This research also explores how audiovisual content and influencer marketing on TikTok, a rapidly growing platform in Indonesia, affect consumer engagement with online booking platforms for hotels and transportation. The study was conducted using a survey method, distributing questionnaires via Google Forms, and analyzed using SEM Smart PLS 3.0. The study aims to fill the gap in understanding the role of audiovisual attractiveness in fostering consumer engagement within the context of online booking services in Indonesia. The findings are expected to guide marketing strategies and provide insights for future research in consumer behavior and influencer marketing.
Co-Authors Biyanto , Frasto Wijaya, Nikodemus Hans Setiadi