Examining Influencers Role in TikTok Shop’s Promotional Strategies and Consumer Purchases
Ronal Aprianto,
Ade Famalika,
Irma Idayati
et al.
Abstract:TikTok Shop, a new feature by TikTok, facilitates direct transactions within the app, representing an innovative entrepreneurship venture. This study assesses how product quality and free shipping promotions influence purchase decisions, with influencers as mediators, a key element in digital entrepreneurship. Survey- ing 352 students from PTS Lubuklinggau City through online questionnaires, the research adopted a quantitative approach using SEM-PLS analysis via Smart- PLS software. Findings indicate that prod… Show more
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