Pauline, Delvina (2024) Pengaruh Persepsi Diskon, Celebrity Endorsement, dan Influencer?s Credibility terhadap Intensi Pembelian di Tiktok Shop. Masters thesis, Universitas Tarumanagara.

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Abstract

This study aims to empirically examine the impact of perceived discount, celebrity endorsement, and influencer’s credibility on consumers’ purchase intention on e-commerce platform Tiktok Shop. The sampling technique used was purposive sampling, so that a sample of 160 respondents was obtained, and the analysis was carried out using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the hypothesis. The results of the study showed that there is no positive effect of perceived discount and influencer’s credibility on purchase intention. However, there is a positive effect of celebrity's endorsement on purchase intention on Tiktok Shop

Item Type: Thesis (Masters)
Additional Information: Dosen Pembimbing: Dr. Keni, S.E., M.M.
Uncontrolled Keywords: Keywords: Tiktok Shop, Purchase Intention, Perceived Discount, Influencer's Credibility, Celebrity Endorsement, E-Commerce
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Pascasarjana
Depositing User: Pasca Perpus
Date Deposited: 02 Jun 2026 06:18
Last Modified: 02 Jun 2026 06:18
URI: https://repository.untar.ac.id/id/eprint/49573

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