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Fakultas Ilmu Sosial dan Ilmu Politik, Program Studi Ilmu Administrasi Bisnis, Jl. Urip Sumoharjo Km. 05, Kecamatan Panakukkang, Kota Makassar, Sulawesi Selatan
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INQUBATE
Published by Universitas Islam Makassar
ISSN : -     EISSN : 30646405     DOI : -
Core Subject : Economy,
Economics, Econometrics & Finance
Focus & Scopes 1. Administrasi Bisnis Bidang yang mempelajari pengelolaan dan pengaturan kegiatan operasional organisasi agar tujuan perusahaan dapat tercapai secara efektif dan efisien. 2. Ekonomi Ilmu yang mempelajari cara individu dan masyarakat mengelola sumber daya yang terbatas untuk memenuhi kebutuhan yang tidak terbatas. 3. Manajemen Keuangan Bidang yang berfokus pada perencanaan, pengelolaan, dan pengendalian keuangan perusahaan untuk memaksimalkan nilai dan keuntungan. 4. Akuntansi Sistem pencatatan, pengukuran, dan pelaporan informasi keuangan yang digunakan sebagai dasar pengambilan keputusan.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 31 Documents
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The Role of Digital Marketing in Decision Making Buying Fashion Products on TikTok Study on Students of Fisip Islamic University of Makassar Siti Ardianti Ardianti; Ernawati
Innovation For Quality Business Admin And Technology (INQUBATE) Vol. 3 No. 1 (2026): Agustus
Publisher : Prodi Ilmu Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55638/97b79q08

Abstract

This study aims to examine the role of digital marketing as perceived by students toward fashion products on TikTok and to identify the factors influencing students' purchasing decisions in the implementation of digital marketing on the platform. This research employed a qualitative approach with a descriptive research design. The informants consisted of 30 students from the Faculty of Social and Political Sciences (FISIP), Universitas Islam Makassar, selected using a purposive sampling technique based on the criteria that they actively use TikTok and have viewed or purchased fashion products through the platform. Data were collected through in-depth interviews, documentation, and field notes, which includes data reduction, data display, and conclusion drawing. The findings indicate that students perceive digital marketing through TikTok as an effective medium for promotion, communication, and information dissemination in introducing fashion products. Creative content, attractive visuals, TikTok Shop features, live streaming, and influencer promotions increase students' interest, build trust, and help them obtain product information before making purchasing decisions. In addition, students' purchasing decisions are influenced by several factors, including the quality of product information, the attractiveness of marketing content, influencer endorsements, product prices, consumer reviews and testimonials, and fashion trends on TikTok. The study concludes that digital marketing through TikTok plays a significant role in shaping purchasing decisions for fashion products among students of the Faculty of Social and Political Sciences, Universitas Islam Makassar. Nevertheless, students still consider their needs, product quality, and price suitability before deciding to make a purchase.

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