Pengaruh Iklan Dan Influencer Pada Aplikasi TikTok Shop Terhadap Keputusan Pembelian Generasi Z

Kristiando, Gabriel Batista (2025) Pengaruh Iklan Dan Influencer Pada Aplikasi TikTok Shop Terhadap Keputusan Pembelian Generasi Z. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This research aims to analyze how digital advertising and the role of influencers influence the purchasing decisions of TikTok users, especially among generation z. In the digital era, TikTok has become a very popular platform, allowing users to interact and shop directly through the TikTok Shop feature. The variables used in this research are advertising, influencers, and purchasing decisions. The data used is primary. The population in this study is generation Z. The research method used is a quantitative survey by distributing questionnaires to 101 respondents who use TikTok Shop. Hypothesis testing was carried out using multiple linear regression analysis. The research results obtained show that advertising has a positive influence on generation Z purchasing decisions and influencers have a positive influence on generation Z purchasing decisions.
Keywords: Advertising, Influencers, Generation Z Purchasing Decisions, TikTok Shop.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Advertising, Influencers, Generation Z Purchasing Decisions, TikTok Shop.
Subjects: H Social Sciences > HB Economic Theory
Divisions: Theses - S1 > Management Study Program
Depositing User: Users 3338 not found.
Date Deposited: 28 Feb 2025 04:06
Last Modified: 08 May 2025 06:51
URI: https://eprints.ukmc.ac.id/id/eprint/13774

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