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Tarigan, Sesylya
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PENGARUH INFLUENCER MARKETING DI TIKTOK TERHADAP MINAT BELI PRODUK OMG COSMETICS PADA GENERASI Z Nababan, Ribka; Tarigan, Sesylya; Lumbantobing, Sintia
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 03 (2026): Volume 11 Nomor 03, September 2026 Published
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i03.55575

Abstract

This study aims to analyze the effect of influencer marketing on TikTok on the purchase intention of OMG Cosmetics products among Generation Z. The research method used is quantitative with a purposive sampling technique. The sample in this study consisted of 67 respondents who are active TikTok users of Generation Z who have watched promotional content for OMG Cosmetics products. The research instrument was a questionnaire with a Likert scale of 1-5. The validity test results show that all statement items are valid, with Corrected Item-Total Correlation values ranging from 0.487 to 0.849. The reliability test results show a Cronbach’s Alpha value of 0.759, which means the instrument is reliable. The results of the simple linear regression analysis show the equation Y = 3.537 + 0.547X. The t-test results show a significance value of 0.000 < 0.05, which means influencer marketing has a positive and significant effect on purchase intention. The R Square value of 0.410 indicates that influencer marketing can explain purchase intention by 41%. The conclusion of this study is that influencer marketing on TikTok has a positive and significant effect on the purchase intention of OMG Cosmetics products among Generation Z.
Co-Authors Lumbantobing, Sintia Nababan, Ribka