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All Journal Jurnal Kajian Ilmiah Jurnal Sains Manajemen Jurnal Administrasi Kantor Indonesian Research Journal on Education INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Jurnal Pengabdian Masyarakat KINERJA : Jurnal Ekonomi dan Bisnis
Scorita, Kurnia Budhy
Fakultas Ekonomi Dan Bisnis; Universitas Islam As-Syafi’iyah
Religion Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Physics Social Sciences Other

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THE INFLUENCE OF SOCIAL MEDIA PROMOTION AND BRAND IMAGE ON THE PURCHASE DECISION OF SCARLETT WHITENING BODY LOTION PRODUCTS ON TIKTOK Chairunnisa, Tsabita Dzikra; Scorita, Kurnia Budhy; Faisal, Bintang Akbar
Kinerja Vol 8 No 02 (2025): KINERJA : Jurnal Ekonomi dan Bisnis
Publisher : Fakultas Ekonomi dan Bisnis Universitas Islam As-Syafi'iyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34005/kinerja.v8i02.5022

Abstract

This study aims to analyze the influence of Social Media Promotion and Brand Image on Purchase Decisions among Scarlett Whitening Body Lotion customers on TikTok. The method used is a quantitative approach with multiple linear regression analysis and classical assumption tests. The population in the study is customers of Scarlett Whitening Body Lotion on TikTok. This research uses a questionnaire as a data collection tool with a sample size of 150 respondents, and it employs the SPSS 25 program for data processing. The test results show that the data meet the classical assumptions and the regression model is significant. Social Media Promotion (β = 0.434) and Brand Image (β = 0.513) have a positive and significant effect on Repurchase Intention (Sig. < 0.05). The R² value of 0.764 indicates that the two variables explain 76.4% of the variation in Repurchase Intention, and the remaining 31.6% is influenced by other factors outside the model. The F-test also shows a significant simultaneous effect (F = 238.378; Sig. = 0.000). Thus, it can be concluded that Social Media Promotion and Brand Image, both partially and simultaneously, have a significant effect on Purchase Decisions among Scarlett Whitening Body Lotion customers on TikTok. This model can be used as a basis for decision-making in digital marketing strategies on social media platforms.
Co-Authors Adi Nurmahdi, Adi Agus Wibowo Agus, Wibowo Amin, Al- Andry Trijumansyah Ani Solihat asrunputri, aisyah pia Chairunnisa, Tsabita Dzikra chusnah, Chusnah Djunarto Euis Bandawaty Faisal, Bintang Akbar Handayani, Febbie Heny Herawati Herawaty, Heny Iyad Abdallah Al- Shreifeen Mawene, Bernstein Muhammad ari kusuma Mulyani, Ela Nenden Hendayani Sanadi, Edwin Aldrin W. Sri Lestari Suldina, Farida Susanto, Sugeng Tsya Erika Umi Widyastuti Umi, Widyastuti Usep Suhud Usep, Suhud Waroi, Elsina Novela Waskito, Meindro