PENGARUH E-PROMOTION DAN VIDEO CONTENT TERHADAP MINAT BELI PADA TIKTOK SHOP MELALUI COSTUMER TRUST SEBAGAI VARIABEL INTERVENING

Muhammad Alif Qaddafi. 2023. The Effect of E-Promotion and Video Content on Buying Interest in TikTok Shop through Customer Trust as an Intervening Variable, supervised
by Fitriani Latief and Mariah.
This study aims to determine (1) The Effect of E-Promotion on Purchase Intention (2) The Effect of Video Content on Purchase Intention (3) The Effect of E�Promotion on Customer Trust (4) The Effect of Video Content on Customer Trust (5) The Effect of Customer Trust on Buying Intention (6) The Effect of E-Promotion on Buying Interest on TikTok Shop through Customer Trust (7) The Effect of Video Content on
Buying Interest on TikTok Shop through Customer Trust.
This research uses quantitative methods. The analysis used in this study is the Structural Equation Model (SEM). The sample in this study was 68 students of the Indonesian Nobel Institute of Technology and Business Makassar.
The results of the study are (1) E-Promotion has no significant effect on purchase intention (2) Video Content has no significant effect on purchase intention (3) E�Promotion has a significant effect on Customer Trust (4) Video Content has a significant effect on Customer Trust (5) Customer Trust has a significant effect on buying interest
(6) E-Promotion has a significant effect on Buying Interest on TikTok Shop through Customer Trust (7) Video Content has a significant effect on Buying Interest on TikTok Shop through Customer Trust.