The Effect Of Content Creators And Customer Reviews On Consumer Purchase Interest In Tiktok Social Media
Year: 2024
Type: article
Study design: Observational Study
Abstract: The currently growing TikTok social media presents an opportunity for entrepreneurs to promote products and services to consumers through digital marketing. The thing that sellers do to increase sales is to consistently create interesting and viral content. Creativity in content creation is needed whose impact will be very influential in attracting buyer interest and changing consumer perceptions. This study aims to determine and explain the effect of content creators and customer reviews on consumer buying interest in TikTok social media. Quantitative research method. Questionnaire data collection with a Likert scale. Data analysis with SmartPLS. The results show that content creators have an effect on buying interest and customer reviews have no effect on buying interest.
Authors: Susanti Ningsih, Koerniawan Hidajat
Institution: Universitas 17 Agustus 1945 Jakarta
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4403777894