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

FAKTOR-FAKTOR YANG MEMENGARUHI MINAT BELI PADA APLIKASI TIKTOK SHOP

Kairupan, Daniel Joel Immanuel (Unknown)
Fakih, Yuda (Unknown)

Article Info

Publish Date
30 Mar 2024

Abstract

This research aims to investigate the influence of Electronic Word of Mouth (E-WOM), advertising, and ease of transactions on purchasing interest in the TikTok Shop application. A quantitative approach was used in this research using a questionnaire as a data collection tool. The respondents involved in this research were active users of the TikTok Shop application. Data were analyzed using the multiple linear regression method with SPSS 22 for the analytic tools. This research provides an important contribution to the understanding of the factors that influence purchasing interest in the TikTok Shop application. The practical implication of this research is that marketing managers can pay attention to and improve E-WOM strategies, advertising, and ease of transactions to increase consumer buying interest in the TikTok Shop application.

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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 ...