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All Journal ELTE Journal (English Languange Teaching and Education) Faktor Exacta Conference on Innovation and Application of Science and Technology (CIASTECH) Psychopolytan (Jurnal Psikologi) Buletin Ilmiah Nagari Membangun Jurnal Manajemen Kompeten Jurnal Abdi Masyarakat (JAM) Jurnal Ekonomika dan Bisnis Jurnal Pengabdian Masyarakat: Humanity and Medicine Matua Jurnal Jurnal Ilmu Administrasi Negara Guruku: Jurnal Pendidikan dan Sosial Humaniora Argopuro: Jurnal Multidisiplin Ilmu Bahasa Aladalah: Jurnal Politik, Sosial, Hukum dan Humaniora Jurnal Kesehatan Masyarakat Indonesia (JKMI) Pengertian: Jurnal Pendidikan Indonesia (PJPI) Jurnal Ekonomika dan Bisnis Jurnal Ekonomi Bisnis dan Kewirausahaan Argopuro : Jurnal Multidisiplin Ilmu Bahasa
Rini Anggraini
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Journal : Jurnal Ekonomi Bisnis dan Kewirausahaan

 1 
Pengaruh Endorsement Influencer Dan Konten Viral Terhadap Keputusan Pembelian Pada Pengguna TikTok Shop Di Depok Rini Anggraini
Jurnal Ekonomi Bisnis dan Kewirausahaan Vol. 2 No. 4 (2025): Agustus : Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBER)
Publisher : CV. Denasya Smart Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69714/6x36xe50

Abstract

The development of digital technology and social media has brought significant changes in consumer behavior, especially with the emergence of TikTok as a platform that combines entertainment and online shopping through the TikTok Shop feature. TikTok Shop allows users to make purchases directly from video content, which often involves influencer endorsements and the spread of viral content. This study aims to determine the extent to which influencer endorsements and viral content influence purchasing decisions among TikTok Shop users in Depok City. This study employs a quantitative method using purposive sampling (non-probability sampling) and data analysis through multiple linear regression. Data was collected via a questionnaire distributed to 96 respondents who are active users of TikTok Shop in the Depok area. The results indicate that influencer endorsements have a significant influence on purchasing decisions, with an R Square value of 55.6%. Meanwhile, viral content also has a significant influence, contributing 68.1%. Together, these two variables account for 74.5% of the influence on purchasing decisions. These findings demonstrate that marketing strategies involving influencers and viral content are highly effective in influencing consumer behavior on the TikTok Shop platform.
Co-Authors Aerosta, Danny Kusuma Agung Wahyudi Biantoro Ahlan Ramadana Ahmad Jailani Al-Khanif Annisa Seftiani Bakkareng Desheila Andarini Feranita Utama Fransisca Hanita Rugowanto Haerawati Idris Hendry Wijaya Herien, Yelly Hernimawati Hernimawati Ira Mulya Sari Junisa Anggraini Latifa Siregar Lili Fajria M. Maulana Wahhid A Mey Sherly Shyafitri Mursal Aziz Mutia Rezky Najmah, Najmah Neherta, Meri Novita Sari Nur Hasana Ramadhani Nurmalia Ermi Pebriana Marlinda Pita Rupiani Popy Yuliarty Ranisa Ranisa, Ranisa Rico Januar Sitorus Riska Anggraini Safiyah Kamilah Setyo Riyanto Sri Wahyuningsih Subekti Subekti Sunreni Tri Rahayuningsih Ulfa Khairunisa Yeni Marsih