The Role of Influencer Marketing and Viral Marketing in Purchase Decisions for Kanzler Products on the TikTok Platform

Roomaysa Kamiliya Azzahra (Universitas Muhammadiyah Jakarta, Indonesia)
Fajar Adi Prakoso (Universitas Muhammadiyah Jakarta, Indonesia)

Dinasti International Journal of Education Management and Social Science
Vol. 6 No. 3 (2025): Dinasti International Journal of Education Management and Social Science (Febru

The rise of social media platforms like TikTok that offer short-form videos tailored to user interests, new opportunities have emerged in marketing strategies. Currently, viral marketing has become a popular marketing strategy, relying on influencers to promote products. The younger generation is often easily influenced by the Fear Of Missing Out (FOMO) and, by leveraging viral marketing to tap into this emotion, it can drive consumers toward making a purchase decision. This research uses a quantitative method with purposive sampling, involving 225 TikTok users. Data was collected using a Google Form platform with questionnaires distributed to respondents online and analyzed using Smart PLS 4.0. The analysis results show that influencer marketing significantly affects purchase decisions for Kanzler products, but viral marketing has a larger and more significant impact on purchase decisions for Kanzler products.