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 (Universitas Widya Gama Mahakam Samarinda)
Dian Irma Aprianti (universitas Widya Gama Mahakam Samarinda)
Reva Saila Mutia (universitas Widya Gama Mahakam Samarinda)

Jurnal Ekonomika: Manajemen, Akuntansi & Perbankan Syari'ah
Vol. 15 No. 1 (2026): Maret (In Press)

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.