THE INFLUENCE OF TIKTOK’S USES AND GRATIFICATION DIMENSION ON PURCHASE INTENTION FOR SOMETHINC SKINCARE PRODUCTS IN INDONESIA THROUGH CUSTOMER ENGAGEMENT AS AN INTERVENING VARIABLE
This study aims to analyze the effect of TikTok's U&G dimension on purchase intention through customer engagement as the intervening variable. The research method used was a survey with a sample of 343 respondents. The data were statistically analyzed using SEM-PLS. The results showed that...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Nusa Cendana
2025-03-01
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| Series: | Journal of Management Small and Medium Enterprises (SME's) |
| Subjects: | |
| Online Access: | https://ejurnal.undana.ac.id/index.php/JEM/article/view/20615 |