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PENGARUH TERPAAN IKLAN DI TIKTOK TERHADAP KEPUTUSAN PEMBELIAN CUSHION SKINTIFIC MELALUI PERSEPSI KUALITAS PRODUK SEBAGAI VARIABEL MEDIASI (STUDI PADA PEREMPUAN GENERASI Z DI KOTA PALEMBANG)

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This study aims to examine the effect of exposure to advertising on TikTok on purchasing decisions with product quality perception as a mediating variable. The objects of the study were Generation Z women who actively use the TikTok platform and live in Palembang City. This study used a non-probability sampling method with a purposive sampling technique. Data collection was carried out by distributing questionnaires to 130 respondents and analyzed using SmartPLS 4.0 software. The results showed that the advertising exposure variable had a positive and significant effect on purchasing decisions with a coefficient of 0.324 (32,4%), and a positive and significant effect on product quality perception with a coefficient of 0.747 (74,7%). Furthermore, product quality perception also had a positive and significant effect on purchasing decisions with a mediation coefficient of 0.634 (63,4%), and the mediating effect of advertising exposure on purchasing decisions with a mediation coefficient of 0.474 (47.4%). The R-square value for the purchasing decision variable was 0.814 and for product quality perception was 0.558. This finding shows that the indirect effect of advertising exposure on purchasing decisions through product quality perceptions is greater than its direct effect. Thus, it can be concluded that product quality perceptions play an important role as a mediator in strengthening the influence of advertising on purchasing decisions among Generation Z women in Palembang City.

Availability
Inventory Code Barcode Call Number Location Status
2507004497T179993T1799932025Central Library (REFERENCE)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1799932025
Publisher
Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sriwijaya.,
Collation
xxi, 358 hlm.; ilus.; tab.; 29 cm.
Language
Indonesia
ISBN/ISSN
-
Classification
302.207
Content Type
-
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Komunikasi
Specific Detail Info
-
Statement of Responsibility
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No other version available

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