The Influence of Viral Marketing and Consumer Engagement on Purchase Intention of Fashion Products on TikTok Shop

The Influence of Viral Marketing and Consumer Engagement on Purchase Intention of Fashion Products on TikTok Shop

High expectations for TikTok Shop as an e-commerce platform that can increase sales, but in reality, an average of around 1.2% complete transactions, resulting in a relatively low conversion rate. The focus of this research study is whether viral marketing and consumer engagement affect the purchas...

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Bibliographic Details
Main Authors: Dera Eka Safitri, Nindi kusnaedi, Siska Ernawati Fatimah, Soesanty Maulany
Format: Article
Language:English
Published: Universitas KH Abdul Chalim, Prodi Ekonomi Syariah 2025-08-01
Series:Indonesian Interdisciplinary Journal of Sharia Economics
Subjects:
Cirebon
Fashion
Engagement
Consumers
Viral
Online Access:https://www.e-journal.uac.ac.id/index.php/iijse/article/view/7816
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