The Influence of Social Media Marketing, Influencer Reviews, and Brand Image to Purchase Decision on TikTok Shop

Asrizal Efendy Nasution, Suci Ashari, Muhammad Taufik Lesmana, Amrullah Amrullah

Abstract


This study aims to analyze the influence of social media marketing, influencer reviews, and brand image on purchase decisions on the TikTok Shop application. The research method uses quantitative. The population includes all students in the city of Medan who have a TikTok application. The number of samples of 100 respondents was determined based on the Lemeshow formula due to the unknown number of the population. The sampling technique used purposive sampling for students who have the TikTok application with a random sampling method. Data used is primary data from questionnaires and interviews. The data analysis technique used the Smart-PLS analysis tool. The results of this study show that social media marketing, influencer reviews, and brand image each have a positive and significant influence on purchase decisions on the Tiktok Shop application. It is hoped that the results of this research will be able to improve consumer purchase decisions on the TikTok Shop application in the city of Medan through improving the quality of the variables studied.


Keywords


Social Media Marketing, Influencer Reviews, Brand Image, Purchase Decision

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References


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DOI: https://doi.org/10.30596/miceb.v2i0.526

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