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Aptisi Transactions on Technopreneurship (ATT)
Published by Asosiasi Perguruan Tinggi Swasta Indonesia
ISSN : 26558807     EISSN : 26568888     DOI : https://doi.org/10.34306
Core Subject : Economy, Humanities, Science, Education, Social,
Humanities Computer Science & IT Economics, Econometrics & Finance Education Social Sciences
APTISI Transactions on Technopreneurship (ATT) is an international triannual open access scientific journal published by  Pandawan Sejahtera Indonesia. ATT publishes original scientific researchers from scholars and experts around the world with novelty based on the theoretical, experimental, and numerical framework. The Journal aims to make noteworthy contributions to knowledge across the globe through the publication of original, high-quality research articles in the area of entrepreneurship and the impact of emerging technologies on it. In addition to original research articles, APTISI Transactions on Technopreneurship (ATT) publishes reviews, mini-reviews, case reports, letters to the editor, and commentaries, thereby providing a platform for reports and discussions on cutting edge perspectives in the domain of entrepreneurship. All submitted papers will undergo the strict single-blind peer-reviewing process. The Journal is dedicated to publishing manuscripts via a rapid, impartial, and rigorous review process. Once accepted, manuscripts are approved free online open-access instantly upon publication, allowing users to read, download, copy, distribute, print, search, or link to the full texts, thus providing access to a broad readership.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Sistem Informasi Menejemen
Articles 1 Documents
 1 
Search results for , issue "Vol 6 No 1 (2024): March" : 1 Documents clear
Examining Influencers Role in TikTok Shop’s Promotional Strategies and Consumer Purchases Ronal Aprianto; Ade Famalika; Irma Idayati; Derli; Ihsan Nuril Hikam
Aptisi Transactions On Technopreneurship (ATT) Vol 6 No 1 (2024): March
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/att.v6i1.376

Abstract

TikTok Shop, a new feature by TikTok, facilitates direct transactions within the app, representing an innovative entrepreneurship venture. This study assesses how product quality and free shipping promotions influence purchase decisions, with influencers as mediators, a key element in digital entrepreneurship. Survey- ing 352 students from PTS Lubuklinggau City through online questionnaires, the research adopted a quantitative approach using SEM-PLS analysis via Smart- PLS software. Findings indicate that product quality significantly positively affects influencers, encouraging them to endorse products, a testament to the entrepreneurship success of quality management. Similarly, free shipping pro- motions positively impact influencers, highlighting their effectiveness in influ- encer marketing and entrepreneurship marketing strategies. Importantly, product quality significantly influences consumer purchasing decisions, showcasing its critical role in sales success and entrepreneurship value creation. However, the impact of free shipping on purchase decisions, while positive, is not significant, suggesting that it alone may not drive consumer buying behavior. Influencers significantly affect purchasing decisions, directly and indirectly, demonstrating their crucial role in marketing strategies and entrepreneurship ecosystems. They enhance the effect of product quality and free shipping on consumer choices, acting as a bridge between the product features and the consumers’ decisions to buy. This study reveals the complex dynamics of influencer marketing within the TikTok Shop ecosystem, emphasizing the importance of product quality and strategic promotions in driving purchase decisions and fostering entrepreneur- ship growth.

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