PENGARUH SOCIAL MEDIA MARKETING DI TIKTOK DAN ONLINE CONSUMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK JINISO (Survei Pada Mahasiswa Fakultas Ekonomi Bisnis di Universitas Langlangbuana)

PENGARUH SOCIAL MEDIA MARKETING DI TIKTOK DAN ONLINE CONSUMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK JINISO (Survei Pada Mahasiswa Fakultas Ekonomi Bisnis di Universitas Langlangbuana) Raissa Syifa Fakhirah Primary Author mixed material bibliography BANDUNG EKONOMI BM UNLA 2025 monographic id INDONESIA baik This research aims to analyze the influence of Social Media Marketing on Tiktok and Online Consumer Reviews on the purchasing decisions of Jiniso products. The rising use of social media, partuculary Tiktok, as a medium for brand consumer interaction and product promotion,highlights the importance of understanding digital marketing strategies. Jiniso, alocal Indonesian Fashion brand utilizing Tiktok and consumer review , servers as the subject of this study. This research employs a descriptive and verificative quantitative approach using survei methods through questionnaires. The sample consits of students from the Faculty og Economics and Business at Langlangbuana University. The result indicate that both Tiktok Social Media Marketing and Online Consumer Reviews have a significant influence, both sumultaneously an paetially, on purchasing decisions. These findings suggest that viisual content and customer reviews play a critical role in shaping connsumer perception and purchase intention towards local fashion products. Social Media Marketing Tiktok, Online Consumer Rev NONE Repository Universitas Langlangbuana Sistem Repository Elektronik Skripsi, Tesis, Desertasi dan Penelitian Dosen Universitas Langlangbuana BM 210036 My Library cover Berita Acara ABSTRAK DAFTAR ISI BAB I BAB V DAFTAR PUSTAKA Cover_Kharismaya_Hilwani.jpg.jpg 4216 2026-10-02 14:25:57 2026-10-02 14:26:29 machine generated