Katiandagho, Natanael Jeremy (2023) Pengaruh Viral Marketing, Celebrity Endorser, Harga, dan Service Quality melalui Minat Beli terhadap Keputusan Pembelian Pengguna Marketplace TikTok Shop. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This research aims to investigate the effects of viral marketing, celebrity endorser, price, and service quality through purchase intention on the purchasing decisions of TikTok Shop marketplace users. The study was conducted due to the phenomenon of the increased online shopping activities of Indonesian society, which is not proportional to the growth of digitalization of SMEs due to the challenges of surviving in the digital ecosystem. However, TikTok Shop rapidly emerged as a prominent competitor among online shopping platforms in Indonesia. It offers a solution due to the TikTok video sharing algorithm that strongly supports products to go viral, complemented by product advertisements on TikTok featuring national and international celebrities, its competitive pricing and superior service quality, which are alleged to attract purchase interest and trigger purchasing decisions among the public. The research population consists of TikTok users who have made purchases on TikTok Shop. A non-probability sampling technique with purposive sampling was employed. The sample size followed Hair's theory, which suggests ten times the number of indicators, resulting in 220 respondents. Primary data was collected through an online questionnaire distributed across various social media communities. The results indicate that both directly and indirectly through purchase intention, all independent variables significantly influence the dependent variable. Based on these findings, it is recommended for SMEs to implement strategies such as viral marketing, celebrity endorsement, competitive pricing, and superior service quality to harness this potential and thrive within TikTok Shop, thereby advancing digitalization in Indonesia.

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