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; Dian Irma Aprianti; Reva Saila Mutia

doi:10.24903/je.v15i1.3941

Authors

novel reonald Universitas Widya Gama Mahakam Samarinda
Dian Irma Aprianti universitas Widya Gama Mahakam Samarinda
Reva Saila Mutia universitas Widya Gama Mahakam Samarinda

DOI:

https://doi.org/10.24903/je.v15i1.3941

Keywords:

Influencer Marketing, Viral Marketing, Brand Image, Purchase Decision

Abstract

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.

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