PENGARUH TIKTOK ADVERTISING, INFLUENCER CREDIBILITY, DAN PERCEIVED ENJOYMENT TERHADAP PURCHASE INTENTION KONSUMEN PRODUK SMARTPHONE SAMSUNG

RISKY, NPM 2201300331 (2026) PENGARUH TIKTOK ADVERTISING, INFLUENCER CREDIBILITY, DAN PERCEIVED ENJOYMENT TERHADAP PURCHASE INTENTION KONSUMEN PRODUK SMARTPHONE SAMSUNG. Tugas_Akhir (Artikel) : Jurnal EK&BI, 8 (2). pp. 582-587. ISSN 2621-4695 (e-ISSN) / 2620-7443 (p-ISSN)

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Abstract

This research investigates the influence of TikTok advertising, Influencer Credibility, and Perceived Enjoyment on the Purchase Intention of Samsung smartphone consumers at Putri Ponsel Ajamu. The study adopts a quantitative approach using a survey method, with data collected from 96 respondents who had previously been exposed to Samsung promotional content on TikTok. Data analysis was conducted using multiple linear regression through SPSS software. The findings reveal that TikTok advertising, Influencer Credibility, and Perceived Enjoyment exert positive and significant effects on Purchase Intention, both individually and collectively. Among these variables, Perceived Enjoyment emerges as the most influential factor. The results suggest that an engaging and enjoyable viewing experience, supported by creative advertising content and credible influencers, plays a vital role in shaping consumers’ Purchase Intention, even in offline purchasing contexts. This study offers practical implications for smartphone retailers in enhancing TikTok-based digital marketing strategies. Keywords : Tiktok Advertising, Influencer Credibility, Perceived Enjoyment, Purchase Intention

Item Type: Article
Uncontrolled Keywords: Tiktok Advertising, Influencer Credibility, Perceived Enjoyment, Purchase Intention
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Unnamed user with email repository@ulb.ac.id
Date Deposited: 26 May 2026 04:04
Last Modified: 26 May 2026 04:04
URI: http://repository.ulb.ac.id/id/eprint/2425

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