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Febrianty, Rizka Angelia
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Economics, Econometrics & Finance

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Pengaruh Influencer Marketing, Kualitas Produk Dan Harga Terhadap Kepuasan Konsumen Generasi Z Di Marketplace Online (Studi Kasus Pada Pengguna Tiktok Shop Di Kecamatan Singosari) Febrianty, Rizka Angelia; Basalamah, Muhammad Ridwan; Mustapita, Arini Fitria
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 15 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract

Abstract This study aims to examine the simultaneous and partial effects of influencer marketing, product quality, and price on the consumer satisfaction of Generation Z on the TikTok Shop online marketplace. Utilizing a quantitative approach, a sample 95 respondents was selected through proportional sampling techniques in the Singosari District. The result indicate that, simultaneously, these three variables have a significant impact on consumer satisfaction, contributing 61.3% to the total variance. Partially, influencer marketing, product quality, and price each exert a positive and significant influence, with price being identified as the most dominant factor. Keywords: Influencer Marketing, Product Quality, Price, Consumer Satisfaction, Generation Z.
Co-Authors Arini Fitria Mustapita Basalamah, Muhammad Ridwan