Pengaruh Influencer Marketing, Brand Awareness, dan Viral Marketing Terhadap Keputusan Pembelian Skintific di TikTok (Studi Kasus Mahasiswa Kota Malang)

Abstract

Abstract

 

The purpose of this study is to analyze and determine the effect of influencer marketing, brand awareness, and viral marketing on Skintific purchasing decisions on TikTok. This study uses explanatory research with a quantitative approach. Sampling was conducted on students in Malang City using the Malhotra formula so that the sample in this study was 70 respondents. This research method uses multiple linear regression analysis with SPSS analysis. Hypothesis testing using the t test and F test.The results showed that influencer marketing, brand awareness, and viral marketing simultaneously had a significant effect on Skintific's purchasing decisions on TikTok. Influencer marketing and brand awareness variables do not partially have a significant effect on Skintific's purchasing decisions on TikTok. Meanwhile, viral marketing has a partially significant effect on Skintific's purchasing decision on TikTok.

 

Keywords: Influencer Marketing, Brand Awareness, Viral Marketing and Purchasing Decision