Peran Influencer Marketing di Tiktok terhadap Keputusan Pembelian Produk
Keywords:
influencer marketing; TikTok; purchase decision; simple linear regression; consumer behaviorAbstract
The growth of TikTok as a social media platform has driven the use of influencer marketing as a digital promotional strategy in Indonesia. This study aims to analyze the influence of TikTok influencer marketing on the purchasing decisions of students at Prima Indonesia University. The study employs a quantitative approach with a causal-associative design. Data were collected via a questionnaire from 50 respondents selected using purposive sampling. The data were analyzed using validity, reliability, and normality tests, simple linear regression, t-tests, and the coefficient of determination with the aid of SPSS version 26. The results of the analysis revealed the regression equation Y = 14.235 + 0.275X, indicating a positive relationship between influencer marketing and purchasing decisions. However, the t-test results showed a significance value of 0.125 (>0.05), indicating that influencer marketing does not have a significant effect on purchasing decisions. The coefficient of determination (R²) value of 0.048 indicates that influencer marketing accounts for only 4.8% of the variation in purchasing decisions, while the remaining 95.2% is influenced by other factors outside the research model. These findings suggest that students’ purchasing decisions are not solely determined by influencer promotions but may also be influenced by other considerations, such as price, product quality, and personal preferences. Therefore, influencer marketing strategies need to be supported by product quality and the credibility of promotional messages to enhance marketing effectiveness.References
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Copyright (c) 2026 Palma Juanta, Rahmat Hinsah Surya Putra, Lasny Two Lasthree, Chelsi Valentine Harefa
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