KEPUTUSAN PEMBELIAN PRODUK SKINCARE DI TIKTOK SHOP : PENGARUH KREDIBILITAS INFLUENCER SEBAGAI HOST LIVE, KUALITAS KONTEN, DAN PROMO TANGGAL KEMBAR
DOI:
https://doi.org/10.23969/jp.v11i02.49809Keywords:
Influencer Credibility, Host Live, Content Quality, Double-Date Promotions, Purchasing Decision, TikTok ShopAbstract
This study aims to analyze the influence of influencer credibility as a live host, content quality, and twin-date promotions on purchasing decisions for skincare products on TikTok Shop. This study uses a quantitative approach with multiple linear regression analysis involving 90 respondents from students of the Accounting Education Study Program at Universitas Negeri Semarang. The results show that influencer credibility and twin-date promotions have a positive and significant effect on purchasing decisions, while content quality has no significant effect. Simultaneously, all three variables have a significant effect on purchasing decisions for skincare products on TikTok Shop. Influencer credibility drives consumer trust in making purchasing decisions, while twin-date promotions are able to increase purchasing decisions as consumers feel they gain more benefits through discounts, vouchers, cashback, and special offers during the campaign period.
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