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August 13, 2025

The Influence of Promotion, Influencer, and Transaction Convenience on Purchase Intention of Gen Z and Millennials in Tiktok Shop Based on Theory of Planned Behavior

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Authors

SMSakinah MumtahanahLSLusi Suwandari

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Overview

Mixed-methods analysis shows promotions, influencer credibility, and convenience drive purchase intention in Gen Z and Millennials.

Key Points

  • Purchase intention is significantly influenced by promotions, indicating a direct link to consumer attitudes.
  • Findings reveal influencer recommendations enhance subjective norms, urging Gen Z and Millennials to buy more.
  • A mixed-methods approach included a quantitative survey and qualitative interviews, ensuring comprehensive insight.
  • The study highlights the applicability of the Theory of Planned Behavior in social commerce contexts, offering marketing strategies.

Cite This Study

Mumtahanah et al. (2025) studied this question.

synapsesocial.com/papers/68af7f407567bf4f94ff6089https://doi.org/10.32424/icsema.1.1.389
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