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All Journal Journal Informatic, Education and Management (JIEM) Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan
B. Retno Pratiwi Sakti
Sekolah Tinggi Ilmu Manajemen Budi Bakti
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Other

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HE INFLUENCE OF INFLUENCER MARKETING AND BRAND AWARENESS ON PURCHASE DECISIONS FOR SKINTIFIC PRODUCTS ON TIKTOK SHOP IN BOGOR REGENCY Icca Apriliyanti; B. Retno Pratiwi Sakti
Journal Informatic, Education and Management (JIEM) Vol 8 No 2 (2026): AUGUST
Publisher : STMIK Indonesia Banda Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61992/jiem.v8i2.366

Abstract

This study aims to analyze the influence of Influencer Marketing and Brand Awareness on Purchasing Decisions of Skintific products on TikTok Shop in Bogor Regency. The development of social media, especially TikTok, has driven changes in consumer behavior in seeking information and purchasing products. Therefore, digital-based marketing strategies such as the use of influencers and increasing brand awareness have become very important. The method used in this study is a quantitative approach with a descriptive-verificative research type. The population in this study consisted of TikTok Shop users in Bogor Regency, with a sample of 102 respondents. Data were collected through questionnaires distributed to respondents who had seen or purchased Skintific products. The data analysis techniques used included validity testing, reliability testing, linear regression analysis, and hypothesis testing to examine the influence among variables. This study is expected to contribute to companies in designing effective digital marketing strategies, particularly in utilizing influencer marketing and increasing brand awareness to encourage sustainable consumer purchasing decisions.
Pengaruh Gaya Hidup dan Promosi Online Terhadap Keputusan Pembelian Konsumen Pada Produk Eiger di Kabupaten Bogor Rahmah Indrianingsih; B. Retno Pratiwi Sakti
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Vol. 7 No. 4 (2026): October
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emak.v7i4.4099

Abstract

Tujuan penelitian ini adalah untuk mengetahui bagaimana gaya hidup dan promosi online memengaruhi keputusan pembelian pada produk Eiger di Kabupaten Bogor. 100 responden disurvei menggunakan metodologi sampel non-probabilitas berdasarkan strategi pengambilan sampel bertujuan. Metode analisis data dalam penelitian ini meliputi uji validitas dan reliabilitas, regresi linier berganda, uji hipotesis (uji F dan t), dan R kuadrat yang disesuaikan, yang merupakan ukuran koefisien determinasi. Penelitian menemukan bahwa meskipun gaya hidup tidak secara signifikan memengaruhi keputusan pembelian, promosi online memengaruhinya secara positif dan signifikan secara statistik. Terdapat pengaruh positif dan signifikan secara statistik terhadap keputusan membeli ketika gaya hidup dan promosi online digunakan bersama-sama. Perusahaan diharapkan dapat mengoptimalkan strategi promosi online melalui media sosial, periklanan digital, dan konten yang menarik karena terbukti berpengaruh signifikan terhadap keputusan pembelian. Selain itu, penyesuaian terhadap gaya hidup konsumen perlu dilakukan agar produk dan strategi pemasaran lebih sesuai dengan tren pasar. Penelitian selanjutnya disarankan untuk mengkaji kembali variabel gaya hidup dengan pendekatan atau indikator yang berbeda guna memperoleh hasil yang lebih akurat.
Co-Authors Icca Apriliyanti Rahmah Indrianingsih