Az-Zahra, Aura Alfnavisa (2025) Pengaruh Influencer Review dan Bandwagon Effect terhadap Minat Beli De Noura Tencel Shawl By Billieve Hijab pada Platform TikTok. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of digital marketing has transformed consumer behavior patterns, which are now not only focused on price and quality aspects but also increasingly attentive to product review content—especially amid the phenomenon of paid buzzers that may influence consumer perceptions and purchase intentions. This study aims to determine the effect of influencer reviews and the bandwagon effect on purchase intention toward the De Noura Tencel Shawl by Billieve Hijab on the TikTok platform. This research employs a quantitative approach using a survey method by distributing online questionnaires to respondents selected through purposive sampling, resulting in 110 respondents. The data were analyzed using the Structural Equation Modeling–Partial Least Square (SEM-PLS) technique with the help of SmartPLS software. The findings indicate that influencer reviews have a positive and significant effect on purchase intention. Furthermore, the bandwagon effect also has a positive and significant effect on purchase intention. Keywords: Bandwagon Effect; Influencer Review; Purchase Intention; TikTok.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Aura Alfnavisa Az-Zahra | ||||||||
| Date Deposited: | 14 Oct 2025 03:03 | ||||||||
| Last Modified: | 14 Oct 2025 03:03 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/45520 |
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