<![CDATA[This study aims to determine the Influence of Viral Marketing, Celebrity Endorser and Lifestyle on Glad2Glow Skincare Purchase Decisions Through Tiktok Social Media The population used in this study is Tiktok Shop Marketplace users in Indonesia, the number of which is not known for sure. The sample extraction technique used was calculated using the Wibisono formula. Due to the number of populations, which is not known for sure. The results showed that the Influence of Viral Marketing (X1), Celebrity Endorser (X2), Lifestyle (X3) had a simultaneous effect on Purchase Decision (Y) due to Ftabul's Fcal > (28.655> 2.70) with a significant 0.000 < 0.05. Meanwhile, partially Viral Marketing (X1) is 2.247 with a ttable value of 1.98580 so that it is known that the ttable value of > ttable is 2.247 > 1.98580 with a sig t value for the Viral Marketing (X1) variable of 0.027 which is smaller than α 0.05 which is 0.027 < 0.05, Celebrity Endorser (X2) 2.129 with a ttable value of 1.98580 so that it is known that the t-value of > ttable is 2.129 > 1.98580 with a sig t value for the Celebrity Endorser (X2) variable of 0.032 which is smaller than α 0.05 which is 0.032 < 0.05 and partially Lifestyle (X3) 3.051 with a ttable value of 1.98580 so that it is known that the ttable value of > calculation is 3.051 > 1.98580 with a sig t value for the Lifestyle variable (X3) 0.003 is smaller than α 0.05 which is 0.003 < 0.05. With an Adjusted R Square coefficient value of 0.466 or 46.6%. This shows that Purchase Decision (Y) can be explained by the variables Viral Marketing (X1), Celebrity Endorser (X2), Lifestyle (X3) of 46.6% and the remaining 53.4% are explained by other factors that are not studied in detail. research.]]>
