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All Journal Jurnal Ekonomika: Manajemen, Akuntansi & Perbankan Syari'ah
Reva Saila Mutia
universitas Widya Gama Mahakam Samarinda
Economics, Econometrics & Finance

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KONTRIBUSI CITRA MEREK SEBAGAI VARIABEL MEDIASI PADA INFLUENCER MARKETING DAN VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK (Pada Aplikasi Tiktok Di Kalangan Gen Z) novel reonald; Dian Irma Aprianti; Reva Saila Mutia
Jurnal Ekonomika: Manajemen, Akuntansi, dan Perbankan Syari'ah Vol. 15 No. 1 (2026): Maret (In Press)
Publisher : Economic Faculty, University of Widya Gama Mahakam Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24903/je.v15i1.3941

Abstract

The widespread use of TikTok as a digital entertainment and commerce platform has prompted the need to explore the determinants of Generation Z consumer behavior. This study examines the influence of social media marketing strategies, influencer marketing, and brand image on the purchasing decision-making process through TikTok Shop. An explanatory quantitative method was used, involving 130 Generation Z respondents (18-26 years old) in Samarinda who had experience shopping on TikTok. Data analysis was conducted using multiple linear regression techniques supported by Warppls software. The results show that influencer marketing has a positive and significant effect on brand image, viral marketing has a positive and significant effect on brand image, influencer marketing has a positive and significant effect on repurchase decisions, and viral marketing has a positive and significant effect on repurchase decisions. This study also found a positive and significant effect between brand image as a mediator between influencer marketing and viral marketing on purchasing decisions.
Co-Authors Dian Irma Aprianti Novel Reonald