Pengaruh Influencer Marketing, Kualitas Produk Dan Harga Terhadap Kepuasan Konsumen Generasi Z Di Marketplace Online (Studi Kasus Pada Pengguna Tiktok Shop Di Kecamatan Singosari)

Rizka Angelia Febrianty, Muhammad Ridwan Basalamah, Arini Fitria Mustapita, Arini Fitria Mustapita

Abstract


Abstract

 

This study aims to examine the simultaneous and partial effects of influencer marketing, product quality, and price on the consumer satisfaction of Generation Z on the TikTok Shop online marketplace. Utilizing a quantitative approach, a sample 95 respondents was selected through proportional sampling techniques in the Singosari District. The result indicate that, simultaneously, these three variables have a significant impact on consumer satisfaction, contributing 61.3% to the total variance. Partially, influencer marketing, product quality, and price each exert a positive and significant influence, with price being identified as the most dominant factor.

 

Keywords: Influencer Marketing, Product Quality, Price, Consumer Satisfaction, Generation Z.


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