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Submitted
21 September 2024
Accepted
30 September 2024
Published
4 October 2024
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Abstract

Penelitian ini menyelidiki dampak karakteristik Influencer terhadap niat beli konsumen di platform TikTok menggunakan the theory of planned behavior (TPB). Dengan metode kuantitatif melalui kuesioner online, 135 responden dipilih menggunakan purposive sampling yang berfokus pada pengguna TikTok. Alat analisis yang digunakan adalah SEM (structural ecuation modeling) dengan menggunakan aplikasi SPSS. Hasil penelitian menunjukkan bahwa kepercayaan, persepsi keahlian, dan hubungan parasosial mempengaruhi niat beli secara signifikan, memberikan wawasan bagi strategi pemasaran di TikTok.

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influencer marketing belanja online

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Copyright (c) 2024 Muhammad Labib Rifa’i, Agus Abdurrahman

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Rifa’i, M. L., & Abdurrahman, A. (2024). Pengaruh Karakteristik Influencer Marketing terhadap Niat Beli Online Konsumen pada Platform Tiktok. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 3(1), 121–131. Retrieved from https://journal.uii.ac.id/selma/article/view/36453
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