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Mixed-methods analysis shows promotion boosts attitudes while influencers shape subjective norms for Gen Z and Millennials.
This study examines the influence of promotion, influencer, and transaction convenience on the purchase intention of Gen Z and Millennials in TikTok Shop, using the Theory of Planned Behavior (TPB) as the theoretical framework. A mixed-methods approach was employed: a quantitative survey (n=90) and qualitative interviews (n=5). Results show that promotions significantly affect attitudes, influencer recommendations strengthen subjective norms, and transaction convenience enhances perceived behavioral control, all of which positively impact purchase intention. These findings confirm the applicability of TPB in the context of social commerce and provide practical recommendations for digital marketing strategies.
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Mumtahanah et al. (2025) studied this question.
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