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All Journal EKONOMIS : Journal of Economics and Business SEIKO : Journal of Management & Business Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Prosiding Semhavok MBIA Jurnal Ilmiah Edunomika (JIE) JIBM International Journal of Finance Research International Journal of Community Service & Engagement International Journal of Marketing and Human Resource Research JOLLT Journal of Languages and Language Teaching Forum Bisnis dan Kewirausahaan Journal La Sociale Jurnal Ekonomi Bima Journal : Business, Management and Accounting Journal Jurnal Pengabdian kepada Masyarakat Bina Darma Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi (JEMBA) Formosa Journal of Multidisciplinary Research (FJMR) Journal of Trends Economics and Accounting Research Jurnal Pengabdian Masyarakat Information Technology (JPM ITech) Asia Pacific Journal of Management and Education Asian Journal of Management Analytics Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Keuangan dan Bisnis Jurnal Penelitian Pendidikan Indonesia Economic Education Analysis Journal Jurnal Pengabdian Masyarakat Inovasi Indonesia
Trisninawati, Trisninawati
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Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Journal : Asian Journal of Management Analytics

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The Influence of Influencer Marketing, Content Marketing, and Online Advertising on Skincare Product Purchase Decisions on the Tiktok Application (Case Study on Palembang City Students) Afriansyah, A.; Helmi, Sulaiman; Trisninawati, Trisninawati; Roni, Mukran
Asian Journal of Management Analytics Vol. 3 No. 4 (2024): October 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v3i4.11088

Abstract

This study aims to analyze the influence of Influencer Marketing, Content Marketing, and Online Advertising on the purchase decision of skincare products on the TikTok application, with a focus on students in the city of Palembang. Using quantitative methods and accidental sampling techniques from a population of 80 people, the data was collected through questionnaires and analyzed using SEM-Smart-PLS 3.0 for Windows. The findings of the study show that Influencer Marketing has a positive but insignificant effect, while Content Marketing and Online Advertising have a positive and significant influence on purchase decisions. Simultaneously, these three variables influenced the purchase decision with an R Square value of 0.841, indicating that 84.1% of the purchase decision variables could be explained by these three factors.
Co-Authors A.A. Ketut Agung Cahyawan W Ade Kemala Jaya, Ade Kemala Afriansyah, A. Andani, Aulia Nurul Andrian Noviardy Anggela, Nova Aprilia, Fitria Ayu, Mersi Putri Comaria, Ya Rizki Corly, Fery DEWI SARTIKA Efan Elpanso Faronsyah, Muhammad Iqbal Februliani, Nurul Fitri Fitriasuri, Fitriasuri H. Mukran Roni, H. Mukran Heriyanto Heriyanto Hermawan, Novan Indriani, Silvia Isnawijayani Kurnia, Rooshi Maya Leriva, Ratu Tenny Mariska, Lena Marlina, Sherly Maulina, Mia Melia Sari Mellita, Dina Miftahul Huda Muji Gunarto Nadhilah, Faiza Putri Neisya, Neisya Noviardy, Andrian Oktavia, Anisa Perdana, Bosya Permana, Eko Putri, Wahyuni Wulandari Rahayu, Sari Rahmawati, Ade Azzahra Riduan, M Rosidah Rosidah Sabeli Aliya Sabeli Aliya Saputra, Dhimas Rosanto Sendri, Sendri Sherly Marlina Sherwin, Nadya Sherwin Shinta, Sinta Simanjuntak, Robetama Siti Nurhayati Nafsiah Sulaiman Helmi Sunda Ariana, Sunda Syaipul Bachren Umami, Linda Tri Vivi Sahfitri Wati, Bungsu Widias Zima Anggraini, Selly Zulfikri, Kemas ⁠Fitriasuri, ⁠Fitriasuri