Pengaruh Promosi,Media Sosial,Dan Influencer marketing Terhadap Minat Beli Produk MS GLOW BEAUT Di Platform Tiktokshop (Studi Kasus Pada Mahasiswa Universitas Islam Malang)

Abstract

Abstract

The rapid development of digital marketing has transformed how companies engage consumers, particularly through social media and influencer marketing. This study aims to examine the influence of promotion, social media, and influencer marketing on consumers' purchase intention toward MS GLOW Beauty products on the TikTok Shop platform among students of Universitas Islam Malang. This study employed a quantitative explanatory research design involving 100 respondents selected through purposive sampling. Data were collected using structured questionnaires and analyzed through validity and reliability tests, classical assumption tests, multiple linear regression analysis, partial hypothesis testing using the t-test, and the coefficient of determination (R²). The results indicate that promotion, social media, and influencer marketing have a positive and significant influence on purchase intention. Promotion demonstrates the strongest influence (β = 0.353; p < 0.001), followed by social media (β = 0.247; p = 0.009) and influencer marketing (β = 0.220; p = 0.010). Furthermore, the regression model explains 34.7% of the variance in purchase intention (Adjusted R² = 0.347), while the remaining 65.3% is influenced by other factors outside the model. These findings indicate that effective promotional strategies, social media utilization, and credible influencer marketing can strengthen consumers' purchase intention toward MS GLOW Beauty products on TikTok Shop.

Keywords: Promotion, Social Media, Influencer marketing, Purchase Intention, TikTok Shop, MS GLOW Beauty