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Menampilkan 1–3 dari 3 artikel
Measuring Generation Z’s Purchasing Decisions on Fashion Products on TikTok Live Streaming
Tri Wahyu Apriyani
; Hesti Respatiningsih
; Dewi Shanti Nugrahani
International Journal of Management Science and Entrepreneurship
Vol 2
, No 3
(2025)
This study aims to analyze the influence of content marketing and live streaming on purchasing decisions for fashion products among Generation Z users of the TikTok platform. In the era of digitalization and social media dominance, TikTok has emerged as one of the most influential platforms shaping consumer behavior, particularly for the younger generation. The research adopts an associative quantitative approach using a questionnaire survey distributed to 102 respondents who actively use TikTok...
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Building Purchase Decisions For Fashion Products in E-Commerce: The Role Of Social Media Endorsers, Viral Marketing, And Perceived Quality
Lilis Purwitasari
; Hesti Respatiningsih
; Dewi Shanti Nugrahani
International Journal of Islamic and Economic Education
Vol 2
, No 1
(2025)
The purpose of this study was to see how social media endorsements, viral advertising, and perceived quality can build Shopee consumers' decisions in Purworejo Regency to buy fashion products in e-commerce. We conducted data analysis using regression, t-test, and F-test on a sample of 107 respondents. The results showed that social media endorser and viral marketing variables had a positive and significant effect on purchase decisions, while perceived quality did not show a significant positive...
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IbM KELOMPOK USAHA MAKANAN RINGAN BERBAHAN DASAR POTENSI LOKAL KABUPATEN PURWOREJO
Adi Widya: Jurnal Pengabdian Masyarakat
Vol 1
, No 1
(2024)
This activity aims at empowerment and development of snack business based on local potency. Mitra is a group of Micro small and Medium Enterprises community of Ganesha (KUB Bahtera) Purworejo and culinary group of Angudi Laras Purworejo (KBU Satu Hati). There are 8 participants. Problems faced by partners include: Lack of marketing access, low production capability, low access to capital for funding, Low financial management capability and business accounting administration, Limited human resour...
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