Peran Brand Image sebagai Mediator: Pengaruh Influencer dan Social Media Marketing terhadap Keputusan Pembelian Generasi Z di Tiktok Shop
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Abstract
Penelitian ini bertujuan untuk mengidentifikasi pengaruh positif dari variabel influencer dan social media marketing terhadap keputusan pembelian generasi Z melalui brand image sebagai mediasi pada aplikasi TikTok Shop. Pengumpulan data penelitian menggunakan metode non- probability dengan teknik purposive sampling. Data dikumpulkan melalui penyebaran kuesioner melalui Google Form terhadap 250 responden dengan kriteria generasi Z penggguna fitur TikTok Shop. Analisis hipotesis penelitian dilakukan menggunakan PLS-SEM dengan bantuan perangkat Smart-PLS 4. Hasil yang diperoleh menunjukan seluruh hipotesis penelitian diterima.
This research aims to identify the positive influence of influencer variables and social media marketing on generation Z purchasing decisions through brand image as mediation in the TikTok Shop application. The research data collection used a non-probability method with purposive sampling technique. Data was collected through distributing questionnaires through Google Form to 250 respondents with the criteria of generation Z users of the TikTok Shop feature. The analysis of the research hypothesis was carried out using PLS-SEM with the help of Smart-PLS 4. The results obtained show that all research hypotheses are accepted.
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