Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Ilmiah Manajemen dan Akuntansi
Fita Nur Hanifah
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Other

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

Found 1 Documents
Search

 1 
PENGARUH CONTENT MARKETING, ONLINE CUSTOMER REVIEW DAN LIVE STREAMING TERHADAP KEPUTUSAN PEMBELIAN: (Studi pada Konsumen TikTok Shop Mahasiswa Universitas Budi Luhur) Fita Nur Hanifah; Ravindra Safitra Hidayat
Jurnal Ilmiah Manajemen dan Akuntansi Vol. 1 No. 5 (2024): September : Jurnal Ilmiah Manajemen dan Akuntansi
Publisher : CV. Denasya Smart Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69714/6cbehw20

Abstract

The research was conducted with the aim of explaining how digital marketing factors influence consumer purchasing decisions on the TikTok Shop platform. The main objective of this study is to evaluate the effect of content marketing, online customer reviews and live streaming on purchasing decisions for TikTok Shop among Budi Luhur University students. The research method used is a descriptive quantitative approach. The population of this study consisted of 2,030 active students of Budi Luhur University class of 2020. The sample of this study consisted of 100 respondents selected using probalibity sampling and purposive sampling techniques. The results showed that the variables of content marketing, online customer reviews and live streaming had a positive and significant effect on purchasing decisions at TikTok Shop in the Budi Luhur University student group.
Co-Authors Hidayat, Ravindra Safitra