Pengaruh Electronic Word of Mouth dan Influencer Endorsement di Tiktok terhadap Minat Beli Produk Erigo pada Mahasiswa
This study examines the effects of Electronic Word of Mouth (e-WOM) and Influencer Endorsement on TikTok on purchase intention toward Erigo products among students of the Faculty of Economics and Business, Universitas Muhammadiyah Cirebon. Amid the rapid growth of social commerce and Generation Z's reliance on peer rev...