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Pengaruh Influencer Endorsement dan Content Marketing terhadap Minat Beli Gen-Z Pengguna Tiktok pada Produk Antarestar di Kota Makassar
Alvian Hijrah
; Anwar Anwar
; Rahmat Riwayat Abadi
; Siti Hasbiah
; IlmaWulansari Hasdiansa
Populer: Jurnal Penelitian Mahasiswa
Vol 5
, No 1
(2026)
The rapid development of social media, particularly TikTok, has transformed digital marketing strategies by emphasizing influencer endorsement and content marketing to reach Generation Z consumers. This generation is characterized by high social media usage and strong responsiveness to visual content and influencer recommendations. This study aims to analyze the effect of influencer endorsement and content marketing on the purchase intention of Generation Z TikTok users toward Antarestar product...
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Pengaruh Brand Ambassador Dan Sosial Media Marketing Tiktok Terhadap Keputusan Pembelian Scarlett Whitening Pada Mahasiswa Program Manajemen
St Halija
; Hety Budiyanti
; M.Ilham Wardhana Haeruddin
; Siti Hasbiah
; Ilma Wulansari Hasdiansa
Jurnal Manajemen Riset Inovasi
Vol 2
, No 2
(2024)
ST HALIJA, 2023. "The influence of brand ambassadors and TikTok social media marketing on the decision to purchase Scarlett Whitening among Management Study Program students" Thesis of the Management Study Program, Faculty of Economics and Business, Makassar State University. Supervised by Mrs. Hety Budiyanti and Mr. M. Ilham Wardhana Haeruddin.This research aims to determine the influence of brand ambassadors and TikTok social media marketing on purchasing decisions for Scarlett Whitening. The...
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Pengaruh Kualitas Produk dan Gaya Hidup Terhadap Keputusan Pembelian iPhone melalui Minat Beli Sebagai Variabel Intervening
A Muhammad Ikbal
; Siti Hasbiah
; Zainal Ruma
; Chalid Imran Musa
; Muhammad Ilham Wardhana Haeruddin
Jurnal Manajemen Riset Inovasi
Vol 1
, No 4
(2023)
This study aims to determine the effect of product quality and lifestyle on purchasing decisions for iPhone smartphones through purchase intention as an intervening variable. The sample used was 85 students of the Faculty of Economics and Business, Makassar State University who had been selected based on predetermined criteria. Data collection techniques were carried out by questionnaires, interviews and literature studies. The data analysis technique consists of Outer Model (Measurement Model)...
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