Electronic Theses and Dissertation
Universitas Syiah Kuala
PENGARUH KESESUAIAN TOKOH MEDIA SOSIAL TERHADAP NIAT PEMBELIAN ONLINE SECARA …
MUHAMMAD DZAKI HILMIY
ABSTRACT The advancement of digital technologies has significantly reshaped consumer behavior, particularly through the widespread use of social media platforms like TikTok Shop for online purchasing. A prominent trend observed in this context is the ability of content created by social media influencers (also referred to as POs) to stimulate consumers’ tendencies toward impulsive buying. Influencers who possess audience characteristics that align with the target market demonstrate …
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