The effect of influencer homophily and audience participation towards the product purchase intention : the case of Tiktok affiliate marketing program in Beauty Industry

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Alaydrus, Zahra (2023) The effect of influencer homophily and audience participation towards the product purchase intention : the case of Tiktok affiliate marketing program in Beauty Industry. Undergraduate thesis, Sekolah Tinggi Manajemen Ipmi.

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Abstract

Social media now shape how we connect, communicate, and consume content. Among these platform, Tiktok has attracted millions of user with its short-form videos and engaging content and the rise of popularity of Tiktok affiliate marketing. However, even though affiliate marketing is a highly effective way to make money online, but many beginners fail and give up. Thus, this study examines influencer homophily, audience participation, and beauty product purchase intention in the Tiktok affiliate marketing programmed. Influencer marketing on social media platforms, particularly Tiktok, is observed and may affect consumer purchasing behavior. It seeks to determine whether the presence of influencer homophily positively influences audence participation and whether audience participation mediates the relationship between influencer homophily and consumers' purchase intention. PLS structural equation modeling is used in this quantitative study. The sample size is 100 generation Z tiktok users from Jakarta, Indonesia, chosen for their high exposure to influencer content and susceptibility to influencer marketing and who have purchased beauty products through Tiktok affiliate. The result were as follows : the influencer homophily has a positively significance effect on audience participation and audience participation has a positively significance effect on purchase intention. These findings have important implications for marketers in the beauty industry it emphasizes to choose influencer that has the same similarities between them and their audiences to encourage participating in the content then marketers can effectively boost consumers' interest in purchasing products promoted through the Tiktok platform.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 11 Dec 2023 08:59
Last Modified: 11 Dec 2023 08:59
URI: http://repository.ipmi.ac.id/id/eprint/2298

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