Pengaruh Viral Marketing dan Influencer Marketing Terhadap Keputusan Pembelian Produk Fashion Pakaian Pada Aplikasi Tiktok Shop (Studi Kasus Mahasiswa FEB Prodi Manajemen Universitas Jambi)

M. Rizki Kamarullah; Idham Khalik; Novita Sari; Dahmiri

Vol. 25 No. 2 (2026): Musytari: Neraca Manajemen, Akuntasi, dan Ekonomi, ISSN 3025-9495

Articles

Pengaruh Viral Marketing dan Influencer Marketing Terhadap Keputusan Pembelian Produk Fashion Pakaian Pada Aplikasi Tiktok Shop (Studi Kasus Mahasiswa FEB Prodi Manajemen Universitas Jambi)

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M. Rizki Kamarullah,
Idham Khalik,
Novita Sari,
Dahmiri

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M. Rizki Kamarullah
Universitas Jambi

Idham Khalik
Universitas Jambi

Novita Sari
Universitas Jambi

Dahmiri
Universitas Jambi

Published 2026-01-26

Keywords

Viral Marketing,
Influencer Marketing,
Purchasing Decisions,
TikTok Shop,
Students,
Digital Marketing

...

How to Cite

Pengaruh Viral Marketing dan Influencer Marketing Terhadap Keputusan Pembelian Produk Fashion Pakaian Pada Aplikasi Tiktok Shop (Studi Kasus Mahasiswa FEB Prodi Manajemen Universitas Jambi). (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(2), 4531-4540. https://cibjournal.com/index.php/musytari/article/view/7220

Abstract

This study aims to explore the influence of Viral Marketing and Influencer Marketing on fashion product purchasing decisions on the TikTok Shop app, focusing on students at the Faculty of Economics and Business, University of Jambi. Through a quantitative approach, data was collected from 91 respondents using a questionnaire designed to evaluate the dimensions of each research variable. The results of multiple linear regression analysis indicate that both variables have a significant impact on purchasing decisions, with Viral Marketing contributing more dominantly. This study provides recommendations for business actors to improve marketing strategies through engaging and relevant viral content, as well as utilizing influencers as a means to amplify marketing messages.

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References

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