Pengaruh Live Streaming, Influencer Marketing dan Online Costumer Review Terhadap Keputusan Pembelian Parfum Mykonos pada Pengguna Tiktok di Lombok

Ahmad Beni Baharun (Universitas Mataram)
Didy Ika Supryadi (Universitas Mataram)

ALEXANDRIA: Journal of Economics, Business, and Entrepreneurship
Vol. 7 No. 2 (2026): September (Proses)

This study aims to determine the influence of live streaming, influencer marketing, and online customer reviews on the purchasing decisions of Mykonos perfume among TikTok users in Lombok. This study uses a quantitative method with an associative approach. The population used in this study were TikTok users in Lombok who had purchased Mykonos perfume products. The sampling technique in this study used purposive sampling with a total of 100 respondents. The results of the study indicate that live streaming, influencer marketing, and online customer reviews have a positive and significant effect on the purchasing decisions of Mykonos perfume products among TikTok users in Lombok. This indicates that digital marketing strategies through TikTok can increase consumer interest and purchasing decisions.