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All Journal Jurnal Indonesia Sosial Teknologi
Fristamara, Yosep
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Computer Science & IT Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Antecedent of Purchase Decisions on Social Commerce Tiktok Shop Fristamara, Yosep; Trianasari, Trianasari; Rahmawati, Putu Indah
Jurnal Indonesia Sosial Teknologi Vol. 5 No. 2 (2024): Jurnal Indonesia Sosial Teknologi
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jist.v5i2.911

Abstract

This research aims to test the influence of viral marketing, content marketing, online customer reviews, celebrity endorsers, flash sales, and word of mouth (WOM) variables on purchasing decisions at the TikTok Shop in Buleleng Regency. The total sample obtained was 238 respondents. The data in this study was collected using a closed questionnaire. Data were analyzed using multiple linear regression tests using SPSS. The research results show that partially and simultaneously, Viral marketing, content marketing, Online customer reviews, Celebrity endorsers, Flash sales, and Word of mouth have a positive and significant influence on purchasing decisions.
Co-Authors Putu Indah Rahmawati Trianasari