The Role of Live Streaming, Viral Marketing, and Celebrity Endorsers in Buying Decisions for the Tiktok Shop in Sidoarjo
Peran Live Streaming, Viral Marketing, dan Celebrity Endorser Terhadap Keputusan Pembelian Tiktok Shop di Sidoarjo
DOI:
https://doi.org/10.21070/ups.2926Keywords:
Live Streaming, Viral Marketing, Celebrity Endorser, Purchase DecisionAbstract
This study aims to determine the effect of live streaming, viral marketing, and celebrity endorsers on purchasing decisions. This study uses quantitative methods. The sampling technique used was purposive sampling with 100 respondents. Data collection techniques were carried out by distributing questionnaires. The data analysis technique uses Partial Least Square (PLS) with the Smart PLS version 4.0 program. The results of this study indicate that (1) Live streaming has an effect on purchasing decisions. (2) Viral Marketing has an effect on purchasing decisions. (3) Celebrity endorsers influence purchasing decisions
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