Jurnal Ekonomi dan Bisnis
Vol 18 No 1 (2024): JEB Vol 18 No 1 Maret 2024

FAKTOR-FAKTOR YANG MEMENGARUHI PURCHASE INTENTION LIVE STREAMING APLIKASI TIK TOK

Reswara, Hening Hasna (Unknown)
Wijaya, Nikodemus Hans Setiadi (Unknown)

Article Info

Publish Date
30 Mar 2024

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

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Journal Info
Jurnal Ekonomi dan Bisnis
Website

Abbrev

jeb

Publisher

Sekolah Tinggi Ilmu Ekonomi YKPN Yogyakarta

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Jurnal Ekonomi dan Bisnis is a scientific journal published by the Institute Community Service Institute YKPN School of Business Research. JEB publishing is intended as a medium for presenting scientific works, both in the form of scientific studies and research results in the fields of economics ...