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All Journal Jurnal Riset Bisnis dan Investasi
Nazwan Maulana Hakim
Politeknik LP3I Tasikmalaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Tiktok Marketing Terhadap Keputusan Pembelian Laila Mubarokah; Soppy Chairina Azra; Nabil Robbani; Alwi Riyadulloh; Alfan Syahputra; Nazwan Maulana Hakim; Fajril Fathan Maulana
Jurnal Riset Bisnis dan Investasi Vol. 10 No. 2 (2026): Agustus 2026
Publisher : Jurnal Riset Bisnis dan Investasi

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Abstract

The primary objective of this research is to examine how promotional activities on TikTok affect shoppers' buying choices. Driven by modern advancements, TikTok has transformed from just an application for fun into a highly effective digital business instrument. The study utilized numerical techniques alongside an observational and confirmatory design. This investigation involved 61 respondents, who were TikTok users who had made purchases through the platform. Information gathering was conducted via surveys. The collected data underwent evaluation through a basic linear regression model. The outcomes demonstrate that marketing on the platform carries a favorable and substantial impact on buying decisions. Such a finding proves that with an excellent TikTok promotional strategy used, it is highly likely consumers will finalize a transaction. Furthermore, the findings also indicate that consumers tend to be rational, relying heavily on reviews before purchasing, rather than simply buying out of fear of missing out on trends.
Co-Authors Alfan Syahputra Alwi Riyadulloh Fajril Fathan Maulana Laila Mubarokah Nabil Robbani Soppy Chairina Azra