Model of Increasing Purchase Interest Through Ease of Access, Celebrity Endorsment and Trust in Tiktok Users in Jepara
Abstract
The development of social media, particularly TikTok, has significantly changed consumer behavior in searching for information and making purchase decisions. This platform not only functions as a source of entertainment but also serves as an effective marketing medium for businesses. This study aims to analyze and examine a model for increasing purchase intention through ease of access, celebrity endorsement, and trust among TikTok users in Jepara Regency. The research employs a quantitative approach, with data collected through questionnaires distributed to active TikTok users in Jepara. The sample was determined using purposive sampling, involving 150 respondents.Data analysis was performed using Multiple Linear Regression Analysis, t test and F test. The results indicate that ease of access, celebrity endorsement, and trust have a positive and significant effect on TikTok users' purchase intention. Trust is proven to play an important role in strengthening the influence of ease of access and celebrity endorsement on purchase intention. These findings provide managerial implications for business practitioners and digital marketers to focus on improving platform accessibility, selecting credible endorsers, and building consumer trust in order to increase purchase intention through TikTok.
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DOI: http://dx.doi.org/10.30659/jrbi.v23i1.51456
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