THE INFLUENCER OF MARKETING, DIGITAL MARKETING AND BRAND IMAGE ON PURCHASE DECISIONS ON SKINTIFIC PRODUCTS IN TIKTOK SHOP (Case Study of Students of the Faculty of Economics and Business, Malikussaleh University)

Cut Nazira Maulida
Adnan
Rusydi Abubakar
Syamsul Bahri

International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET)
Vol. 4 No. 1 (2024): DECEMBER

The aim of the research is to determine and analyze the influence of Influencer Marketing, Digital Marketing, and Brand Image on purchasing decisions for skintific products at the Toktok Shop among students at the Faculty of Economics and Business, Malikussaleh University. This research was conducted at the Tiktok Shop. With the object of the research being carried out on students from the Faculty of Economics and Business, Malikussaleh University. The population used in this research is all students from the Faculty of Economics & Business, Malikussaleh University who use Skintific products. Researchers determined the sample size to be 100 student respondents at the Faculty of Economics & Business, Malikussaleh University who used Skintific products. Research Results Influencer marketing has a significant influence on purchasing decisions for Skintific products in the Tiktok Shop. The better the influencer is at educating consumers regarding the products being marketed, the higher the level of purchasing decisions. Digital marketing has no influence on purchasing decisions for Skintific products at the Tiktok Shop. Brand image has a significant influence on purchasing decisions for Skintific products at the Tiktok Shop. Influencer marketing, digital marketing and brand image have a significant influence on purchasing decisions.