Exploration of Factors Influencing Purchasing Decisions On TikTok Application: Celebrity Marketing, Live Streaming, and Viral Marketing
Eksplorasi Faktor-Faktor Pengaruh Keputusan Pembelian Di Aplikasi Tiktok : Celebrity Marketing, Live Streaming, Dan Viral Marketing
DOI:
https://doi.org/10.21070/ups.3797Keywords:
Affiliate Marketing, Live Streaming, Viral Marketing, purchase decisionAbstract
At this time the competition for digital applications is getting tighter because many new competitors are jumping in with excellent marketing potential and maneuvers, which is currently stirring up the public at this time is the TikTok application with a high level of existence compared to other applications, because TikTok provides various features that are very superior to other applications, Furthermore, this study applies the Smartpls application data processing media to find out the results to be measured. The results obtained from measuring the relationship of variable x to y, show that all celebrity marketing affiliate, live streaming and viral marketing variables have positive results or a significant effect on purchasing decisions. In this study, it is hoped that it can be useful for everyone, especially it can be a reference material for further similar researchers and can contribute insight and literacy material for readers.
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