PENGARUH E-PROMOTION DAN VIDEO CONTENT TERHADAP MINAT BELI PADA TIKTOK SHOP MELALUI COSTUMER TRUST SEBAGAI VARIABEL INTERVENING

Muhammad Alif Qadafi (Institut Teknologi dan Bisnis Nobel Indonesia)
Fitriani Latief (Institut Teknologi dan Bisnis Nobel Indonesia)
Mariah Mariah (Institut Teknologi dan Bisnis Nobel Indonesia)

Jurnal Bisnis dan Kewirausahaan
Vol. 12 No. 3 (2023): Jurnal Bisnis dan Kewirausahaan

This research uses quantitative methods. Data was collected through questionnaires and processed using SPSS. This study took a sample of 68 students of the Indonesian Nobel Institute of Technology and Business Makassar The results show that (1) E-Promotion has no significant effect on purchase intention (2) Video Content has no significant effect on purchase intention (3) E-Promotion has a significant effect on Customer Trust (4) Video Content has a significant effect on Customer Trust (5) Customer Trust has a significant effect on buying interest (6) E-Promotion has a significant effect on Buying Interest on TikTok Shop through Customer Trust (7) Video Content has a significant effect on Buying Interest on TikTok Shop through Customer Trust