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All Journal Sosiohumaniora Jurnal Mirai Management Administraus Jurnal Ilmu Administrasi dan Manajemen Economics and Digital Business Review Sinomika Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi CEMERLANG :Jurnal Manajemen dan Ekonomi Bisnis Economics and Business Journal Jurnal Penelitian Ekonomi Manajemen dan Bisnis Journal of Economic Education and Entrepreneurship Studies Jurnal Bisnis Kolega Jurnal Manajemen Riset Inovasi Journal of Management and Creative Business DECISION : Jurnal Ekonomi dan Bisnis Jurnal Riset Akuntansi Jurnal Ekonomi dan Bisnis Akuntansi: Jurnal Riset Ilmu Akuntansi Jurnal Penelitian Ilmu Ekonomi dan Keuangan Syariah Jurnal Kemitraan Masyarakat
Hety Budiyanti
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Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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Pengaruh Brand Ambassador Dan Sosial Media Marketing Tiktok Terhadap Keputusan Pembelian Scarlett Whitening Pada Mahasiswa Program Manajemen St Halija; Hety Budiyanti; M.Ilham Wardhana Haeruddin; Siti Hasbiah; Ilma Wulansari Hasdiansa
Jurnal Manajemen Riset Inovasi Vol. 2 No. 2 (2024): April: Jurnal Manajemen Riset Inovasi
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/mri.v2i2.2505

Abstract

ST HALIJA, 2023. "The influence of brand ambassadors and TikTok social media marketing on the decision to purchase Scarlett Whitening among Management Study Program students" Thesis of the Management Study Program, Faculty of Economics and Business, Makassar State University. Supervised by Mrs. Hety Budiyanti and Mr. M. Ilham Wardhana Haeruddin.This research aims to determine the influence of brand ambassadors and TikTok social media marketing on purchasing decisions for Scarlett Whitening. The variables studied are brand ambassador and social media marketing as independent variables and purchasing decisions as the dependent variable. The population in this study were active students of the Management Study Program at Makassar State University with a sample using purposive sampling of 100 people. This research is quantitative research which was tested using the multiple linear regression method via SPSS 23.The results of this research show that brand ambassadors partially have a positive effect of 0.115 but are not significant on purchasing decisions with a significance value of 0.229 > 0.05, social media marketing partially has a positive effect of 0.765 and is significant on purchasing decisions with a significance value of 0.000 < 0.05. Simultaneously, brand ambassadors and TikTok social media marketing influence purchasing decisions with a significance value of 0.000 < 0.05.
Co-Authors Agung Widhi Kurniawan Ahmad Ali Amiruddin Tawe Anastashia Maharani Muhadi Andi Dwi Wulandari Andi Mustika Amin Annisa Paramaswary Annisa Paramaswary Aslam Anwar Anwar Anwar Ramli Dian Isqamah M Farah Nur Friska , Friska Ikhwan Maulana Ilham Wardhana Haeruddin Ilma Wulansari Hasdiansa Ina Lapparan Indah Lestari Anwar Kasrianti M.Ilham Wardhana Haeruddin Madina Madina Maulidsa Qadyannu Muliana Agus Mutiara Devi Damayanti Nur Aisyah Nurhaedah Nurhaedah Nurhayati Nurhayati Nurman Nurman Nurman Nurman Nurman Nurul Fadilah Aswar Rezky Amalia Hamka Rezky Natakusuma Amin Risdayanti Idris Romansyah Sahabuddin Shine Pintor Shofiyah Khairunnisa Siti Hasbiah St Halija Syahrani Amni