HE INFLUENCE OF INFLUENCER MARKETING AND BRAND AWARENESS ON PURCHASE DECISIONS FOR SKINTIFIC PRODUCTS ON TIKTOK SHOP IN BOGOR REGENCY
Abstract
This study aims to analyze the influence of Influencer Marketing and Brand Awareness on Purchasing Decisions of Skintific products on TikTok Shop in Bogor Regency. The development of social media, especially TikTok, has driven changes in consumer behavior in seeking information and purchasing products. Therefore, digital-based marketing strategies such as the use of influencers and increasing brand awareness have become very important. The method used in this study is a quantitative approach with a descriptive-verificative research type. The population in this study consisted of TikTok Shop users in Bogor Regency, with a sample of 102 respondents. Data were collected through questionnaires distributed to respondents who had seen or purchased Skintific products. The data analysis techniques used included validity testing, reliability testing, linear regression analysis, and hypothesis testing to examine the influence among variables. This study is expected to contribute to companies in designing effective digital marketing strategies, particularly in utilizing influencer marketing and increasing brand awareness to encourage sustainable consumer purchasing decisions.
References
B.Retno Pratiwi, A. I. (2026). DASAR-DASAR MANAJEMEN PEMASARAN. Mitra Cahaya Pustaka. https://doi.org/https://doi/10.5281/zenodo.19109307
Erviana, D., Ekowati, S., & Bengkulu, U. M. (2024). PENGARUH INFLUENCER MARKETING DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK. 5(2), 571–584.
Fathurrahman. (2021). PENGARUH INFLUENCER MARKETING , CITRA MEREK DAN TIKTOK. 19(2), 117–131.
Glen, G., Purba, E., Simanjuntak, M., Rekayasa, M., & Del, I. T. (2024). Pengaruh Content Marketing , Influencer Marketing dan Brand Awareness terhadap Purchase Decision pada Produk Skincare Hanasui di TikTok Shop. 8, 50590–50600.
Hastriana, Nyoman, N., Maharani, T., Sri, N., & Parasari, M. (2025). The Influence Of Influencer Marketing And Onbline Customer Review On Purchase Decision Through Brand Awareness As A Mediating Variable ( On Crusita Products In Denpasar City ) Pengaruh Influencer Marketing , Online Customer Review Terhadap Purchase Decisi. 6(6), 908–919.
Masitoh & Adjid. (2022). The Effect of Influencer Marketing , User-Generated Content , And Brand Image on Purchasing Decisions for Skintific Products on Tiktok Shop. 4(3), 464–471.
Ramadayanti, F. (2019). Peran Brand Awereness Terhadap Keputusan Pembelian Produk. Manajemen Dan Bisnis, 6(2).
Retno Pratiwi S, C. A. (n.d.). Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Produk Dosuka Sosis Di Best Meat Sawangan. Manajemen Pemasaran, 60–74.
Salsabilla Bilqist. (2023). Pengaruh Influencer Marketing, Brand Awareness, dan Viral Marketing Terhadap Keputusan Pembelian Skintific di TikTok (Studi Kasus Mahasiswa Kota Malang). Riset Manajemen, 13(01), 3934–3942.
Sugiono. (2011). Metode Penelitian Kuantitatif, Kualitatif R & D.
Vydiamanta, V. (2021). Keputusan Konsumen Membeli Sayur Menggunakan Aplikasi Online : Apakah WoM dan Kualitas Produk Mempengaruhi ? Riset Manajemen Sains Indonesia (JRMSI), 12(2), 335–353.
.jpg){kind=logo}
