HIGHLIGHTS
- What: The aim of this study is to analyze the antecedents of purchasing decisions represented by the variables of viral marketing online customer reviews interactivity entertainment and trust.
- Who: Corporate Edition from the Faculty of Business and Economics, Universitas Atma Jaya Yogyakarta have published the article: International Journal for Multidisciplinary Research (IJFMR), in the Journal: (JOURNAL)
- How: A preliminary survey was conducted to determine the research object. The sample criteria for this study included respondents who had used and purchased Azarine Cosmetics products through TikTok Shop.
SUMMARY
Through viral . . .
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