Pengaruh Endorsement Gen Z terhadap Keputusan Pembelian Produk di Tiktok Shop : Studi Fenomenologi

Authors

  • Dimas Darma Pratama Universitas Pamulang
  • Rio Surya Putra Universitas Pamulang
  • Dani Satriawan Universitas Pamulang
  • Fatimah Fatimah Universitas Pamulang
  • Fil Isnaeni Universitas Pamulang
  • Haryono Haryono Universitas Pamulang
  • Hatim Syayidah Aslami Universitas Pamulang

Keywords:

Tiktok Shop, Gen Z, Endorsement, Keputusan Pembelian

Abstract

Tiktok Shop merupakan platform e-commerce yang populer di kalangan generasi Z. Endorser Gen Z dinilai memiliki pengaruh yang besar terhadap keputusan pembelian produk di Tiktok Shop. Penelitian ini bertujuan untuk memahami pengaruh endorsement Gen Z terhadap keputusan pembelian produk di Tiktok Shop. Penelitian ini menggunakan metode kualitatif dengan pendekatan fenomenologi. Data dikumpulkan melalui wawancara mendalam dengan 10 konsumen Gen Z yang aktif menggunakan Tiktok Shop. Analisis data dilakukan dengan menggunakan metode analisis tematik. Hasil penelitian menunjukkan bahwa endorsement Gen Z memiliki pengaruh yang signifikan terhadap keputusan pembelian produk di Tiktok Shop. Konsumen Gen Z menilai bahwa endorsement Gen Z dapat meningkatkan kesadaran merek, kepercayaan terhadap produk, dan keinginan untuk membeli produk

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Published

2024-02-02

How to Cite

Pratama, D. D., Putra, R. S., Satriawan, D., Fatimah, F., Isnaeni, F., Haryono, H., & Aslami, H. S. (2024). Pengaruh Endorsement Gen Z terhadap Keputusan Pembelian Produk di Tiktok Shop : Studi Fenomenologi. Prosiding Seminar Nasional Manajemen, 3(1), 55–58. Retrieved from https://openjournal.unpam.ac.id/index.php/PSM/article/view/35136

Issue

Vol. 3 No. 1 (2024): How to Become a Creative and Innovative Entrepreneurs in the Digital Business Era

Section

Articles

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Copyright (c) 2023 Dimas Darma Pratama, Rio Surya Putra, Dani Satriawan

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