Pengaruh Video For You Page (FYP), Affiliate Marketing, dan Online Customer Review Terhadap Minat Beli Produk Fashion di Tiktok Shop( Studi Pada Pengguna TikTok Shop di Desa Kembangsari, Kecamatan Musuk, Kabupaten Boyolali)
DOI:
https://doi.org/10.61231/khqt2w55Keywords:
FYP Videos, Affiliate Marketing, Online Customer Reviews, Purchase IntentionAbstract
This study aims to analyze the influence of For You Page (FYP) videos, Affiliate Marketing, and Online Customer Reviews on consumers' purchase intention toward fashion products on TikTok Shop. This research employed a quantitative approach with a sample of 108 TikTok users in Kembangsari Village selected through purposive sampling. Data were analyzed using multiple linear regression. The results showed that FYP videos, Affiliate Marketing, and Online Customer Reviews have a positive and significant effect on purchase intention, both partially and simultaneously. The study concludes that these three variables play an important role in increasing consumers' purchase intention toward fashion products on TikTok Shop.
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