THE INFLUENCER OF MARKETING, DIGITAL MARKETING AND BRAND IMAGE ON PURCHASE DECISIONS ON SKINTIFIC PRODUCTS IN TIKTOK SHOP (Case Study of Students of the Faculty of Economics and Business, Malikussaleh University)
Main Article Content
Cut Nazira Maulida
Adnan
Rusydi Abubakar
Syamsul Bahri
The aim of the research is to determine and analyze the influence of Influencer Marketing, Digital Marketing, and Brand Image on purchasing decisions for skintific products at the Toktok Shop among students at the Faculty of Economics and Business, Malikussaleh University. This research was conducted at the Tiktok Shop. With the object of the research being carried out on students from the Faculty of Economics and Business, Malikussaleh University. The population used in this research is all students from the Faculty of Economics & Business, Malikussaleh University who use Skintific products. Researchers determined the sample size to be 100 student respondents at the Faculty of Economics & Business, Malikussaleh University who used Skintific products. Research Results Influencer marketing has a significant influence on purchasing decisions for Skintific products in the Tiktok Shop. The better the influencer is at educating consumers regarding the products being marketed, the higher the level of purchasing decisions. Digital marketing has no influence on purchasing decisions for Skintific products at the Tiktok Shop. Brand image has a significant influence on purchasing decisions for Skintific products at the Tiktok Shop. Influencer marketing, digital marketing and brand image have a significant influence on purchasing decisions.
Adnan, A., & Abubakar, R. (2021). Marketing Management (From Legacy Marketing to New Wave Marketing). Sefa Bumi Persada Aceh.
Adnan, A. (2019). The Effect of Product Quality, Brand Image, Price, and Advertising on Purchase Decision and its Impact on Customer Loyalty of Morinaga Milk in Aceh. International Journal of Innovation, Creativity and Change, 9(4), 234-249.
Adnan, A. (2019). The Influence of Consumer Behavior on Morinaga Milk Purchasing Decisions in E Lhokseumawe City Visionary & Strategic Journal 7/2).
Adnan, A. & Aiyub, A. (2020) Reinventing the Potential of the Millennial Generation in the Era of Marketing 4.0. Aceh Sefa Bumi Perzada (Unpublished) Accessed at Https://Reposttory Unimal Ac.ld/7014.
Adnan & Rusydi, (2023). Innovation and Creativity Management. Raja Grafinda Persada, Jakarta
Arikunto, S. (2010a). Research Methods. Jakarta: Rineka Cipta.
Arikunto, S. (2010b). Research procedures.
Arini, M., Angga, IK, & Putra, M. (2019). The Role of Influencers in Strategies to Increase Promotion of a Brand (29), 335–343.
Arista, a ED, & Astuti, SRT (2011). and Influencer marketing on Consumer Purchase Interest. 13(1), 37–45.
Arum, D. Nirmala Janie. (2012). Scripting statistics & multiple linear regression with SPSS.
Agusli, D., & Kunto Sondang, Y. (2013). Analysis of the Influence of Brand Equity Dimensions on Consumer Purchase Interests at Midtown Hotel Surabaya. Petra Marketing Management Journal.
Bayu Bagus Hapsoro and Wildan Ainul Hafidh, (2018). The Influence of Product Quality, Brand Image on Purchasing Decisions through Brand Trust as Mediating Variable. Semarang: Jurnal Unnes Management Analysis Journal Vol 7 No. 4. DOI 10.15294/MAJ.V714.30407
Carissa, T., & Aruman, AE (2017). The Influence of Sales Promotion and Influencer Marketing on Purchase Interest in Mobile Legends. 1–11.
Dewi, YR (2017). The Influence of Celebrity Endorsement on Brand Credibility and Brand Equity in Online Shop (Study on Online Shop Vanilla Hijab Indonesia). Business Economy, 22, 80– 86.
Eko Putro, (2019). The Influence of Promotion and Brand Image toward Purchase Decision of Honda Vario. 3-Journal of Economic Appreciation Volume 7 Number 1, January 2019: 121-127
Ellora, D. (2019). Getting to Know Various Types of Influencers on Social Media. Retrieved from https://journal.sociolla.com/lifestyle/mengenal-influencer-media-sosial
Evelina, LW, & Handayani, F. (2018). The Use of Digital Influencers in Product Promotion (Case Study of Instagram Account @bylizzieparra). ISKI News, 1(01), 71. https://doi.org/10.25008/wartaiski.v1i01.10
Francisco, ARL (2013). The Influence of Influencer Marketing (Brand Image) on Nike Shoes Purchase Decision Making for FIK UNY Students. Journal of Chemical Information and Modeling, 53(9), 1689–1699. https://doi.org/10.1017/CBO9781107415324.004
Franedya, R. (2019). Survey: Internet Users in Indonesia Reach 171.17 Million People. Ghozali, I. (2011). Multivariate Analysis Application with IBM Program. SPSS.
Ferrinadewi, Erna. (2008). Brands and Consumer Psychology, Implications for Marketing Strategy. Yogyakarta: Graha Ilmu.
Hariyanti, NT, & Wirapraja, A. (2018). The Influence of Influencer Marketing as a Digital Marketing Strategy in the Modern Era (A Literature Study). Executive Journal, 15(1), 133–146.
Hendrawan, A., Sucahyowati, H., Cahyandi, K., Indriyani, & Rayendra, A. (2019). The Influence of Digital Marketing on the Sales Performance of Asti Gauri MSME Products in Bantasari District, Cilacap. Journal of Administration and Secretariat, 4(1), 53–60. Retrieved from http://www.jurnal.stikstarakanita.ac.id/index.php/JAK/article/view/189/136 Jayabaya
Hidayatullah, IM, Mansur, M., & Khalikussabir, K. (2023). The Influence of Social Media Marketing, Influencer Marketing and Brand Image on Purchasing Decisions on the TikTok Application. E-JRM: Electronic Journal of Management Research, 12(02).
Putu Nina Mediawati, P. (2018). Digital on Train Users' Purchase Interest Through the Kai Access Mobile Application. 經濟研究, 22–33.
Kotler, P. (2012). Marketing management/Philip Kotler, Kevin Lane Keller. Pearson Education International.
Kurniati, I. (2012). The Influence of Influencer Marketing on Purchasing Decisions for Ready-to-Drink Tea in Sosro Brand Teh Botol (Case Study on Business Administration Students of Sriwijaya State Polytechnic). Business Administration, (45), 39. Retrieved from http://eprints.polsri.ac.id/id/eprint/674
Laksana, D., & Dharmayanti, D. (2018). The Influence of Digital Marketing on Organizational Performance with Intellectual Capital and Perceived Quality as Intervening Variables in the Five-Star Hotel Industry in East Java. Journal of Marketing Management, 12(1), 10. https://doi.org/10.9744/pemasaran.12.1.10-24
Lengkawati, AS, & Saputra, TQ (2021). The influence of influencer marketing on purchasing decisions (study on Elzatta Hijab Garut). Prismakom, 18(1), 33-38.
Mahardini, S., Singal, VG, & Hidayat, M. (2023). The influence of content marketing and influencer marketing on purchasing decisions of Tik-Tok application users in the DKI Jakarta area. Ikraith-Ekonomika, 6(1), 180-187.
Mandey, JB (2013). Promotion, Distribution, Digital Marketing Influence on Purchasing Decisions of Surya Promild Cigarettes. Promotion, Distribution, Digital Marketing Influence on Purchasing Decisions of Surya Promild Cigarettes, 1(4), 9. https://doi.org/10.1017/CBO9781107415324.004
Mewoh, FM, Tampi, JRE, & Mukuan, DDS (2019). The Influence of Digital Marketing on Purchasing Decisions at Matahari Department Store Manado Town Square. Journal of Business Administration, 9(1), 35. https://doi.org/10.35797/jab.9.1.2019.23529.35-42
Musay, F. (2013). The Influence of Brand Image on Purchasing Decisions (Survey on KFC Kawi Malang Consumers). Journal of Business Administration, 3(2). Nugroho, MB (2013). 済無No Title No Title. Journal of Chemical Information and Modeling, 53(9), 1689–1699. https://doi.org/10.1017/CBO9781107415324.004
Onsardi, O., Ekowati, S., Yulinda, AT, & Megawati, M. (2022). The Impact of Digital Marketing, Brand Image and Relationship Marketing on Consumer Purchasing Decisions of Lina Ms Glow, Bengkulu City. Creative Research Management Journal, 5(2), 10-19.
P.musay, F. 2013. (2013). The influence of brand image on purchasing decisions. Brawijaya University. Pradiani, T. (2018). The Influence of Digital Marketing Systems on Increasing Sales Volume of Home Industry Products. Asian Journal of Business and Economics, 11(2), 46–53. https://doi.org/10.32812/jibeka.v11i2.45
Sadevia, NN, & Artika, IBE (2023). The Influence of Digital Marketing, Brand Image and Influencer Marketing on Scarlett Whitening Purchasing Decisions on Shopee. Kredible: Scientific Journal of Management, 1(2), 51-59.
Saputri, ME (2016). The Effect of Consumer Behavior Toward the Online Purchase of Fashion Product of Zalora Indonesia. Sociotechnology, 15.
Sugiharto, SA, & Ramadhana, MR (2018). The Influence of Influencer Credibility on Brand Attitudes (Study on Students of the Faculty of Communication and Business, Telkom University). Political Science and Communication, VIII(2).
Sugiono. (2018). Validity and Rehabilitation Theory. Journal of Midwifery.
Sugiyono. (2015). Research Methods. Research Methods. Sugiyono, P. (nd). Dr. 2010. Quantitative, Qualitative, and R&D Research Methods. Bandung: CV Alfabeta.
Supriyanto, W., & Iswandari, R. (2017). Tendencies of Academic Community in Choosing Reference Sources for Compiling Scientific Papers in Higher Education. Library and Information Science Periodical, 13(1), 79. https://doi.org/10.22146/bip.26074
Tjiptono, & Fandy. (2015). Marketing Strategy, fourth edition. In Edition I. Yogyakarta: Andi.
Utomo, J., Nursyamsi, J., & Sukarno, A. (2023). Analysis of the Influence of Products, Promotions and Digital Marketing on Purchasing Decisions in Online Shopping with Consumer Satisfaction as an Intervening Factor. Journal of Economics and Management, 2(1), 100-116.
Venessa, I., & Arifin, Z. (2015). (Survey on Students of Business Administration Study Program, Faculty of Administrative Sciences, Brawijaya University, Malang, Class of 2013/2014 and 2014/2015, Users of Simpati Prepaid Cards). Journal of Business Administration, 51(1), 44–48.
Wardhana, A. (2015). Digital Marketing Strategy and Its Implications on Competitive Advantage of MSEs in Indonesia. In National Seminar on Finance and Business IV, (April 2015), 327–337.
Xian, Gou Li, et al. (2011). The Influence of Influencer Marketing, Digital Marketing, and Brand Image on the Purchase Decision of Xiaomi Brand Mobile Phones in Langsa City. Unsam Management and Finance Journal, 6(1), 660–669.
