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Business and Entrepreneurial Review
Published by Universitas Trisakti
ISSN : 08539189     EISSN : 22524614     DOI : https://doi.org/10.25105/ber
Core Subject : Science,
Decision Sciences, Operations Research & Management
Business and Entrepreneurial Review is published by Program Pascasarjana Universitas Trisakti. The editorial receives general writing, management and entrepreneurship areas in which no other media has ever been published and reviews of new management books and marketing services. Preferred writing is the result of field research. The evaluation process of papers submitted depends entirely on the "Blind Review" designated by the editor in chief in accordance with the reviewer’s expertise.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 1 Documents
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Search results for , issue "Vol. 26 No. 1 (2026): April" : 1 Documents clear
The Role of Content Marketing, Influencer Marketing, Online Customer Reviews, and Celebrity Endorsements on Purchase Decisions on the TikTok Social Commerce Platform Sanapang, Gracela Marisa; Chendana, Melissa; Liadi, Tasya; The, Rivandy Leonardy Utama; Eveline, Claudia
Business and Entrepreneurial Review Vol. 26 No. 1 (2026): April
Publisher : Universitas Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/ber.v26i1.24730

Abstract

This study investigates how four TikTok-based communication levers: content marketing, influencer marketing, online customer reviews, and celebrity endorsement, jointly shape consumers’ purchase decisions in a social commerce setting. Drawing on the Elaboration Likelihood Model, Source Credibility Theory, and the Stimulus–Organism–Response framework, the research conceptualises these levers as concurrent persuasive cues operating within a single short-video platform. Data were collected through a cross-sectional survey of 145 Gen Z TikTok Shop users in Indonesia using a structured self-administered questionnaire. All constructs were modelled reflectively and estimated with variance-based structural equation modelling (PLS-SEM). The measurement model demonstrates satisfactory reliability and convergent validity, while the structural model achieves good fit (SRMR = 0.071) and explains 60.7% of the variance in purchase decision. The results show that content marketing, influencer marketing, online customer reviews, and celebrity endorsement each exert a positive and significant effect on purchase decisions, with online customer reviews and celebrity endorsement emerging as the strongest predictors. These findings portray TikTok Shop as an integrated persuasion environment in which branded content, peer evaluations, influencers, and celebrity cues reinforce one another in moving users from viewing to buying. The study extends social commerce literature by simultaneously modelling multiple communication forms on a single platform and clarifying their relative impact in an emerging market youth segment. Practically, it highlights the need to prioritise credible user reviews and carefully matched celebrity partnerships, supported by consistent brand content and authentically perceived influencers, to convert social traffic into actual purchases.

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