Article Per Year (5 Year)
p-Index From 2021 - 2026
1.978
P-Index
This Author published in this journals
All Journal IMAGE E-Dimas: Jurnal Pengabdian kepada Masyarakat JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Aptisi Transactions on Technopreneurship (ATT) TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan
Kristiawan, Allen
Unknown Affiliation
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

Published : 11 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 11 Documents
Search

 1   2 
Pengaruh Pemasaran Influencer Dan Citra Merek Terhadap Keputusan Pembelian Produk Scarlett Di Tiktok Sagala, Haris; Kristiawan, Allen
TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan Vol. 4 No. 2 (2026): TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan
Publisher : Shofanah Media Berkah

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to disseminate the influence of influencer marketing and brand image on purchase decisions for Scarlett products by active consumers on the TikTok social media platform. The quantitative approach used a causal explanatory design, explaining the causal relationship between variables and measuring the extent to which the independent variables, namely influencer marketing and brand image, influence the dependent variable, namely purchase decisions. The population in this study were consumers who had purchased Scarlett products through the TikTok platform. The sample was selected using a purposive sampling technique, with the criterion being individuals who had purchased Scarlett products at least once through TikTok. The resulting sample size was 157 respondents, which meets the minimum sample size guidelines based on the number of indicators. Data collection was conducted through a bold-print questionnaire using Google Forms, structured ordinally and focused on the variables studied. The test results showed that influencer marketing significantly influenced consumer purchase decisions. Similarly, brand image was shown to have a positive effect on purchase decisions for Scarlett products. Furthermore, both variables simultaneously had a significant effect on purchase decisions
Co-Authors Aprillia, Ariesya Aurora Angela Awhina, Ridan Ahsani Te Belva, Felicia Amanda Chandra Kuswoyo Damar F.Yo, Jessica Agrippina Heryawan, Kevin Christian Hidayatullah , Hasan Hilman, Misyella Natalia Honggana, Henwinner Ika Gunawan Kartika Imasari Tjiptodjojo Kezia Kurniawati Nursalin Monalisa, Yani Nunik Lestari Dewi Oktavianti Oktavianti Rully Arlan Tjahyadi Sagala, Haris Sunarjo, Richard Andre Vinny Stephanie Hidayat