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PENGARUH SOCIAL MEDIA MARKETING DI TIKTOK DAN ONLINE CONSUMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK JINISO (Survei Pada Mahasiswa Fakultas Ekonomi Bisnis di Universitas Langlangbuana)
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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.
Raissa Syifa Fakhirah - Personal Name
NONE
Text
INDONESIA
EKONOMI BM UNLA
2025
BANDUNG
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APA Citation
Raissa Syifa Fakhirah. (2025).PENGARUH SOCIAL MEDIA MARKETING DI TIKTOK DAN
ONLINE CONSUMER REVIEW TERHADAP KEPUTUSAN
PEMBELIAN PRODUK JINISO
(Survei Pada Mahasiswa Fakultas Ekonomi Bisnis di Universitas
Langlangbuana).(Electronic Thesis or Dissertation). Retrieved from https://localhost/etd