The Influence Of Promotion Strategies Through Tiktok, Word Of Mouth, And Brand Image On The Purchase Decision Of Somethinc Products Among Students Of The Faculty Of Economics And Business At Malikussaleh University
Keywords:
Purchase Decision, TikTok Promotion, Word of MouthAbstract
This study analyzes the influence of TikTok promotion, Word of Mouth (WOM), and Brand Image on the purchasing decisions of Somethinc products among students of the Faculty of Economics and Business at Universitas Malikussaleh. Data were collected from 110 respondents using purposive sampling and analyzed using multiple linear regression. The results show that all three independent variables have a positive and significant effect on purchasing decisions. These findings can serve as a reference for companies in designing effective marketing strategies.
References
Aditya, R., & Wicaksono, A. (2022). The Effectiveness of TikTok Marketing Content in Building Consumer Purchase Intentions. Indonesian Journal of Digital Marketing, 3(1), 44–52.
Albari, & Safitri, I. (2020). The Influence Of Product Price On Consumers’ Purchasing Decisions. Review of Integrative Business and Economics Research, 7(Supplementary Issue 2).
Anugrah, R., Pratama, A., & Salsabila, M. (2023). The Role of TikTok in Influencing Consumer Behavior and Purchase Decision. Journal of Digital Business and Communication, 6(2), 110–121.
Anugrah, S. N., Hadfizi, A. H., & Wibowo, Y. G. (2023). Achmad Hasan Hadfizi. Jurnal, 2(2), 173–182.
Ardhianto, M., & Novitasari, L. (2020). User-Generated Content and Purchase Decision: A Study on Social Media Word-of-Mouth. Asian Journal of Business and Management, 8(4), 78–84.
Ardianti, C. (2020). Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Di Instagram (Studi Kasus Pada Mahasiswa Universitas Teknologi Sumbawa Angkatan Tahun 2016 Sampai Dengan Tahun 2018). Jurnal Manajemen Ekonomi dan Bisnis.
Arisman, M. (2021). Pengaruh Social Media Marketing Dan Word Of Mouth Terhadap Keputusan Pembelian. Jurnal.
Cheung, C. M., Lee, M. K., & Rabjohn, N. (2021). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 31(1), 88–104.
Dewa, D. (2021). Pemanfaatan Media Sosial Tiktok Sebagai Media Promosi Industri Kuliner Di Yogyakarta Pada Masa Pandemi COVID-19 (Studi Kasus Akun Tiktok Javafoodie). Jurnal, 12(1).
Diah, A., & Vercelli, C. (2023). Social Trust and eWOM: Understanding Influencer Impact on Millennial Buying Behavior. Journal of Marketing Strategy, 12(3), 203–219.
Diah, M. H., & Vercelli, V. (2023). Pengaruh Word Of Mouth (WOM) Terhadap Keputusan Pembelian Di Restoran Chong Bak Kut Teh (CBKT) Gading Serpong. Jurnal Inovasi Penelitian, 4(2), 201–210.
Djaali. (2008). Skala Likert. Jakarta: Pustaka Utama.
Febriyanti, I. A., & Hasbi, I. (2023). The influence of social media marketing and brand image on purchasing decisions on Somethinc products. Kontigensi: Jurnal Ilmiah Manajemen, 11(2), 786–793. https://doi.org/10.56457/jimk.v11i2.396
Ghozali, I. (2005). Aplikasi Analisis Multivariate Dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2011). Aplikasi Analisis Multivariate Dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2016). Model Regresi Linear, Multivariate, Dan Data Panel Dengan Aplikasi SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2020). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 21.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2017). Multivariate Data Analysis (8th Ed.). Hoboken, NJ: John Wiley & Sons.
Hidayah, R., & Kurniawan, A. (2021). Digital Brand Engagement and the Role of Brand Image in Purchase Decisions. Journal of International Business and Communication, 5(2), 150–159.
Huang, R., & Sarigöllü, E. (2020). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 68(11), 2254–2261.
Iwan, & Saputra, A. (2020). Pengaruh Citra Merek Dan Promosi Terhadap Keputusan Pembelian Produk Indocafe Pada PT Prima Bintang Distribusindo. Jurnal Magisma, VIII(2), 17–24.
Jurnal, P., Yusniari, A., & Nainggolan, N. P. (2024). Pengaruh Kualitas Produk, Citra Merek, Dan Kepercayaan Terhadap Keputusan Pembelian Di Parfume Kota Batam. Jurnal, 22, 1–10.
Kolinug, M. S., Mananeke, L., & Tampenawas, J. (2022). Pengaruh Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Kosmetik Revlon (Studi Kasus Pada Mahasiswa Universitas Sam Ratulangi). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(3), 101. https://doi.org/10.35794/emba.v10i3.41293
Kotler, P., & Keller, K. (2016). Marketing Management In Journal Of Global Marketing.
Kusuma, I., & Latifah, S. (2023). Consumer Trust in Cosmetic Products: The Role of eWOM Versus Brand Image. International Journal of Consumer Studies, 47(1), 33–45.
Lestari, D. P., & Widjanarko, W. (2023). Pengaruh Citra Merek, Persepsi Harga Dan E-Word Of Mouth Terhadap Keputusan Pembelian Produk Fashion Jiniso.Id Di Marketplace Shopee. Jurnal Economina, 2(3), 753–765. https://doi.org/10.55681/economina.v2i3.398
Lestari, F., & Widjanarko, H. (2023). Brand Image and Its Influence on Consumer Satisfaction and Purchase Intention. Journal of Contemporary Marketing Research, 11(1), 51–60.
Liecia, N., Sulaiman, F., & Weny, W. (2023). Pengaruh Kualitas Produk Terhadap Brand Image Mixue. JAMAK: Jurnal 1(1), 1–7.
Mahiri, E. A. (2020). Pengaruh Brand Image Dan Store Atmosphere Terhadap Keputusan Pembelian Pada Konsumen Badan Usaha Milik Desa (BUMDES) Mart Banjaran. Jurnal Ilmiah Manajemen, XI(3), 227–238.
Meutia, K. I., Hadita, H., & Widjarnarko, W. (2021). Dampak Brand Image Dan Harga Terhadap Keputusan Pembelian Produk Miniso. Journal of Technopreneurship on Economics and Business Review, 2(2), 75–87.
Miati, L. (2020). Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Kerudung Deenay (Studi Pada Konsumen Gea Fashion Banjar). Jurnal Abiwira, 1(2).
Muchsin, M. & Aprilianti, A., Bachri, N., Biby, S., & (2023). Green marketing dan keputusan pembelian produk Tupperware. Jurnal Bisnis dan Kajian Strategi Manajemen, 7(1), 109–119. https://doi.org/10.35308/jbkan.v7i1.6739
Ningrum, A. Y., Tyas, Y. I. W., & Sulaiman, A. (2023). Pengaruh Media Sosial Dan WOM (Word Of Mouth) Terhadap Keputusan Pembelian Pada UD.ABC.Cookies Banyuanyar Kab. Probolinggo. Jesya, 6(2), 2138–2151. https://doi.org/10.36778/jesya.v6i2.1203
Nugroho, B., & Hartati, S. (2021). The Role of Micro-Influencers in Word of Mouth Strategy: A Study of Online Purchasing Behavior. Journal of Consumer Behaviour in Emerging Markets, 9(3), 115–127.
Nurhasanah, A., Day, S. C. P., & (2023). Media Sosial Tiktok Sebagai Media Penjualan Digital Secara Live Di Kalangan Mahasiswa Universitas Ahmad Dahlan. JSSH, 7(2), 69–77. https://doi.org/10.30595/jssh.v7i2.16304
Pramudito, R., & Astuti, M. (2021). Exploring the Irrelevance of Brand Image in Digital Purchase Decisions. Journal of Marketing Perspectives, 7(2), 90–99.
Putri, S. A., & Santoso, B. (2021). Emotional and Informative Appeal in TikTok Content: Influence on Brand Perception. Journal of Business and Social Review in Emerging Economies, 7(1), 74–86.
Rachman Haryadi, A., Gunaningrat, R., & Suyatno, A. (2022). Pengaruh Social Media Marketing, Citra Merek Dan Word Of Mouth Terhadap Keputusan Pembelian Pada Produk Kecantikan Somethinc. Jurnal Bisnis Manajemen dan Akuntansi (BISMAK), 2(2), 8–17. https://doi.org/10.47701/bismak.v2i2.2145
Rachman Haryadi, A., Wulandari, R., & Rizky, T. (2022). The Impact of e-WOM on Consumer Purchase Decision in Social Commerce Platforms. Journal of Marketing and Digital Media, 9(2), 89–100.
Rahardian, A., & Dewi, M. (2022). Strategic Brand Building in the Digital Era: An Empirical Study in the Indonesian Cosmetic Market. Journal of Business Innovation and Research, 5(3), 98–107.
Rahayu, V. O. (2022). Pengaruh Citra Merek, Social Media Marketing, Dan Word Of Mouth Terhadap Keputusan Pembelian Konsumen Es Teh Indonesia Cabang Tulungagung. Jurnal Kontemporer Akuntansi, 2(2), 120–128.
Rahmawati, D., & Prasetyo, H. (2023). Community-Based eWOM and Its Impact on Brand Loyalty. International Journal of Communication and Society, 5(1), 70–80.
Rao, K. S., Rao, B., & Acharyulu, G. V. R. K. (2021). Examining Epwom-Purchase Intention Link In Facebook Brand Fan Pages: Trust Beliefs, Value Co-Creation And Brand Image As Mediators. IIMB Management Review, 33(4), 309–321. https://doi.org/10.1016/j.iimb.2021.11.002
Rismawati, R., & Cyasmoro, V. (2023). Pengaruh Kualitas Produk, Persepsi Harga Dan Word Of Mouth Terhadap Keputusan Pembelian Di Canada Fried Chicken Pasar Minggu. EKOMA: Jurnal Ekonomi, Manajemen, Akuntansi, 3(1), 20–33.
Saputra, Y., & Hermawan, A. (2022). The Influence of Online Reviews on Consumer Purchase Decisions in E-Commerce. International Journal of Marketing Studies, 14(1), 1–12.
Siregar, M. F., & Wijayanti, N. (2022). Brand Image vs. Peer Influence in Youth Cosmetic Product Purchases. Asia-Pacific Journal of Consumer Research, 3(2), 40–55.
Susanti, R., & Fadhilah, H. (2021). Emotional Versus Informational Word of Mouth: Which Drives More Purchases? Journal of Applied Marketing Research, 13(4), 101–110.
Wang, Y., Liu, X., & Fang, Y. (2021). Social Media Engagement and Consumer Purchase Behavior: Evidence from TikTok. Journal of Interactive Marketing, 55, 28–43.
Wicaksono, Y., Pratiwi, L., & Akbar, F. (2023). The Role of Brand Image in Enhancing Purchase Decisions in Beauty Products. International Journal of Marketing Innovation, 4(2), 77–85.
Wijaya, A., & Hidayat, R. (2020). Consumer Engagement on Video-Based Social Media Platforms: A Study of TikTok in Indonesia. Jurnal Ilmu Komunikasi Internasional, 8(1), 33–45.
Yasin, A. A. (2021). Influence of word of mouth and product quality on purchase decisions and repurchasing interest. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(2), 410–417. https://jurnal.stie-aas.ac.id/index.php/IJEBAR/article/view/2899
Yuliana, N., & Rizki, M. (2023). The Effect of Visual Content and Consistency on Purchase Intentions through TikTok. Asia Pacific Journal of Marketing and Logistics, 35(2), 201–218.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Sara Yulis Sara, Rahmaniar Rahmaniar , Ikramuddin Ikramuddin , Muchsin Muchsin
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
