Jurnal Indonesia Sosial Teknologi
Vol. 5 No. 2 (2024): Jurnal Indonesia Sosial Teknologi

Antecedent of Purchase Decisions on Social Commerce Tiktok Shop

Fristamara, Yosep (Unknown)
Trianasari, Trianasari (Unknown)
Rahmawati, Putu Indah (Unknown)

Article Info

Publish Date
25 Feb 2024

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.

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Journal Info
Jurnal Indonesia Sosial Teknologi
Website

Abbrev

jist

Publisher

CV. Publikasi Indonesia

Subject

Computer Science & IT Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

Description

Jurnal Indonesia Sosial Teknologi is a peer-reviewed academic journal and open access to social (Education, Economic, Law, Comunication, Management and Humaniora) and Technology . The journal is published monthly once by CV. Publikasi Indonesia. Jurnal Indonesia Sosial Teknologi provides a means for ...