Pengaruh Konten Pemasaran Digital, Interaksi Media Sosial, Dan Rekomendasi Influencer Terhadap Keputusan Pembelian Pengguna Tiktok Shop Di Kota Malang

Abstract

Abstract

This study aims to investigate the effect of digital marketing content, social media interaction, and influencer recommendations on the purchasing decisions of TikTok Shop users in Malang City. The research employed a quantitative approach with an explanatory research design. A total of 85 respondents were selected from the population of active TikTok Shop users in Malang City through proportional purposive random sampling. Data were collected by means of a Likert-scale questionnaire and subsequently analyzed using multiple linear regression analysis with the aid of SPSS software. The findings of this study demonstrate that simultaneously, all three independent variables exert a statistically significant influence on consumer purchasing decisions. Nevertheless, partial hypothesis testing revealed that only digital marketing content and social media interaction exhibited a positive and significant effect on purchasing decisions, whereas influencer recommendations failed to demonstrate a statistically significant influence. Based on the aforementioned findings, it can be concluded that purchasing decisions among TikTok Shop users are more predominantly determined by the quality of digital marketing content and the intensity of social media interaction, rather than by the role of influencer recommendations. Consequently, business practitioners are strongly encouraged to direct their strategic focus toward the development of creative and innovative content, while simultaneously reinforcing active consumer engagement through sustained and consistent interaction across social media platforms.

Keywords: Digital Marketing Content, Social Media Interaction, Influencer, Purchase Decision