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What is Social Media Impact on TikTok Purchases about?

This study analyzes the impact of social media marketing, influencer reviews, and brand image on purchase decisions within the TikTok Shop application among students in Medan. Using a quantitative approach and a sample of 100 respondents, the findings indicate that all three factors positively and significantly influence purchase decisions. The research aims to enhance consumer purchasing behavior on TikTok Shop by improving the quality of these variables.

Author

My Trà

Language

EN