PENGARUH INFLUENCER MARKETING DI SOCIAL COMMERCE TIKTOK TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DAMA KARA

Abstract

Mutiara Nabillah Permana, Student ID 4213020. The Influence of Influencer Marketing on TikTok Social Commerce on the Purchasing Decisions of Dama Kara Fashion Products. This study aims to determine consumer trust in influencer marketing on TikTok Social Commerce and to determine the influence of influencer marketing on TikTok Social Commerce on the purchasing decisions of Dama Kara fashion products. Using a descriptive method and a quantitative
approach, the data analysis technique used is simple linear regression. The sampling technique
used is non-probability sampling with accidental sampling, with 96 respondents.The results of
this study indicate that influencer marketing on TikTok Social Commerce has a positive and
significant effect on the purchasing decisions of Dama Kara fashion products by 47.2%.