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8 November 2023
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9 November 2023
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9 November 2023
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Abstract

Penelitian ini bertujuan untuk menguji pengaruh pemasaran media sosial terhadap niat beli konsumen; pengaruh pemasaran media sosial terhadap kepercayaan pelanggan; pengaruh kepercayaan pelanggan terhadap niat beli konsumen; serta pengaruh niat beli konsumen terhadap pemasaran media sosial yang dimediasi oleh kepercayaan pelanggan; dengan studi yang dilakukan pada pengguna aplikasi TikTok. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif. Teknik pengumpulan data dengan menyebarkan kuesioner online kepada 100 responden menggunakan Google Form. Teknik pengambilan sampel menggunakan metode non-probability sampling dengan menggunakan teknik purposive sampling yang kemudian diolah menggunakan alat analisis statistik PLS-SEM memakai perangkat lunak SmartPLS versi 3.0.

Keywords

pemasaran media sosial niat beli kepercayaan iklan online

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Copyright (c) 2023 Natasya Mulyani, Murwanto Sigit

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Mulyani, N., & Sigit, M. (2023). Analisis Pengaruh Konten Pemasaran Tiktok terhadap Kepercayaan Pelanggan dan Niat Beli Konsumen: Studi Kasus pada Produk Fashion. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(4), 203–214. Retrieved from https://journal.uii.ac.id/selma/article/view/31306
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