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Menampilkan 1–2 dari 2 artikel
Exploring TikTok Live Shopping : How Uses and Gratifications Theory, Network Size, and Digital Celebrities Drive Continuous Purchase Intentions
Hidayati, Eva Laela
; Maria Apsari Sugiat
; Maya Aryanti
International Journal of Management
Vol 2
, No 3
(2025)
This study aims to analyze the influence of Uses and Gratifications Theory (U&G Theory) dimensions—including hedonic gratification (perceived enjoyment), utilitarian gratification (perceived utility and self-presentation), and social gratification (social presence) as well as perceived network size on continuous purchase intention. In addition, the study explores the mediating role of perceptions of digital celebrities in the context of live streaming shopping for modest fashion products on...
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The Marketing Potential Of Augmented Reality to Enhance Brand Attitude
Abdan A. Kuncoro
; Maria Apsari Sugiat
; Muslim Amin
International Journal of Management and Strategic Business Leadership
Vol 2
, No 1
(2025)
The purpose of this study is to examine the impact of Augmented Reality (AR) application usage at IT Telkom Purwokerto on consumer brand attitudes. A total of 200 questionnaires were distributed, with 125 deemed suitable for analysis. The findings reveal that the use of the AR application significantly influences consumer attitudes towards the brand, particularly in terms of user experience, engagement, and perceived realism. The quality of the AR application is shown to have good reliability, a...
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