Pengaruh Employee Generated Content, Price, dan Influencer Terhadap Purchase Intention di Platform Tiktok

Abstract

This study aims to examine the influence of employee generated content, price, and influencers on the TikTok platform. The background of this research lies in the growing role of employee-created content on social media, competitive pricing strategies, and promotions through influencers. This research employed a quantitative method with a survey approach, distributing questionnaires to 100 respondents from Generation Z who use the TikTok application. Data analysis was conducted using the Structural Equation Model (SEM) based on Partial Least Squares (PLS) through the SmartPLS software. The findings of this study are expected to provide theoretical contributions to the development of marketing management knowledge, as well as practical insights for companies or brands in promoting their products through the effective management of employee generated content, price, and influencers.

Keywords: employee generated content, price, influencer, purchase intention, TikTok