2024
DOI: 10.58905/athena.v2i2.287
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Exploration of the Role of Tiktok Content: Influencer Strategy, Affiliate Marketing, and Online Customer Reviews in Influencing Generation Z Purchasing Decisions at Shopee

F Fitria,
Desi Tia Adisti,
D Dea
et al.

Abstract: This study aims to determine the effect of the role of influencers, affiliate marketing, and online customer reviews at Shopee through TikTok content on Generation Z purchasing decisions. This research uses a quantitative approach by collecting data through an online survey of 199 respondents of the Management Study Program students class of 2020. The data were analyzed using multiple regression methods to evaluate the relationship between the independent variables of influencer roles, affiliate marketing, and… Show more

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