The Influence Of Influencer Marketing And Brand Image On The Tiktok App On Fast Fashion Product Purchase Decisions
DOI:
https://doi.org/10.37385/msej.v5i2.5741Keywords:
Influencer Marketing, Brand Image, Purchase Decision, Fast Fashion, TikTokAbstract
The emergence of social media, especially TikTok, changed the fashion industry. With this platform, influencer marketing and brand image have new opportunities to influence consumers' decisions to buy fast fashion items. The study investigated how influencer marketing and brand image on the TikTok app influence consumers' decisions to buy fast fashion products. The data was collected through an online survey conducted on 200 TikTok users in Bandung. Research shows that the influence of influencer marketing and brand image significantly influences consumers' decision to buy something. In addition, there is a positive interaction between the two factors. This suggests that influencer marketing has a greater influence on purchasing decisions when brand image is positive. This research was conducted at Maranatha Christian University. The sample technique used in this study is non-probability sampling. The purpose of this study was to find out how the influence of Influencer marketing and Brand image on purchasing decisions in Fast Fashion at Maranatha Christian University. The data analysis techniques used are classical assumption test and multiple linear regression analysis. Data obtained from the questionnaire will be tested using IBM SPSS. The tests carried out are classical assumption tests (normality, heterokedasticity and multicolonicity) and multiple linear regression (t test, f test, and coefficient of determination). Based on the results of multiple linear regression tests on the T test, it can be concluded that Influencer marketing has an influence on the purchase decisions of fast fashion products because the value of t is calculated > t table. Based on the results of the multiple linear regression test on the T test, it can be concluded that brand image has an influence on purchasing decisions because the t value is calculated > t table. This means that the better the brand image built by a company, the higher the level of purchasing decisions for fast fashion products.
References
M. Vinci,(2019),Retail Business Management. Sinar Baru Algensindo.
I. Ghozali, (2019), Application of Multivariate Analysis with SPSS Program. Diponegoro University Publishing Board.Ghozali, "Application of Multivariate Analysis with IBM Spss 25 Program.Diponegoro University Publishing Agency."
P. and K. L. K. Kotler, (2021)"Marketing Management Volume 1.” Thirteenth edition. Erlangga.K. Armstrong, "Marketing Principles." Erlangga.
Ghozali, (2020) Application of Multivariete Analysis with IBM Spss Program. Diponegoro University Publishing Board. M. P. Dalihade and M. V Tielung, "Influence."
W. Arafat, (2018) "Behind A Powerful Image: Grasping Strategy and Keys to Success in Planting a Strong Company Image." Andi.
A. L. Andini and P. Rufaidah, (2021)"The Influence of Islamic Branding and Religiosity on Brand Image," AFEBI Islamic Finance and Economic Review, vol. 2, no. 02, p. 31, doi: 10.47312/aifer.v2i02.111.
AlLamb, (2018) "Sinar Baru Algensindo," Salemba Empat.
Sugiyono, (2018), Educational Research Methods Quantitative, Qualitative and R&D Approaches. Alphabeta.
Sugiyono, (2018) Educational Research Methods Quantitative, Qualitative, and R&D Approaches. Cv Alpha Beta.
F. C. Febriana, (2019) the influence of store atmosphere, product diversity, and price on impulse buying at the Ngronggo compass store in Kediri city. Simki-Economic.