Peran Celebrity Endorser, Online Customer Review dan Viral Marketing dalam Mempengaruhi Keputusan Pembelian Konsumen pada Produk  E-Commerce di Tiktok Shop : (Survey di Kota Semarang)

Bambang Heriawan

doi:10.61132/menawan.v4i2.2212

Authors

Bambang Heriawan Universitas Semarang

DOI:

https://doi.org/10.61132/menawan.v4i2.2212

Keywords:

Celebrity Endorser, Online Customer Review, Purchase Decision, TikTok Shop, Viral Marketing

Abstract

TikTok Shop is a popular application that offers online shopping and interaction experiences for consumers. Marketers at TikTok Shop use various methods to encourage consumer decisions to make purchases. This study aims to determine the effect of celebrity endorsers, online customer reviews, and viral marketing on purchasing decisions for TikTok Shop e-commerce products. This study uses a quantitative method with a survey approach by providing questionnaires to respondents. The population studied was all people in Semarang City who have the TikTok Shop application and have purchased products through the application. A sample of 112 people was taken using the convenience sampling technique. Data were obtained through questionnaires and analyzed using multiple linear regression analysis, F test, R2 test, and t test. The results of the study indicate that celebrity endorsements have a positive and significant effect on consumer purchasing decisions for Tiktok Shop users in Semarang City. The increasing use of celebrity endorsements will encourage consumer decisions to buy. Online customer reviews have a positive and significant effect on consumer purchasing decisions for Tiktok Shop users in Semarang City. The more positive online customer reviews, the more it will encourage consumer decisions to buy. Viral marketing has a positive and significant effect on consumer purchasing decisions for Tiktok Shop users in Semarang City. The increasing use of viral marketing will encourage consumer decisions to buy.

Downloads

Download data is not yet available.

References

Andriyanti, E., & Farida, S. N. (2022). Pengaruh viral marketing Shopee affiliate, kualitas produk, dan harga terhadap minat beli konsumen Shopee Indonesia (Studi pada generasi Z pengguna TikTok di Sidoarjo). Jurnal Ilmiah Ekonomi dan Bisnis Universitas Multi Data Palembang, 11(2), 228–241.

Dharmahesta, B. S. (2007). Asas-asas marketing. Liberty.

Gabriella, C., & Hutauruk, B. M. (2023). Pengaruh celebrity endorser, brand image, dan online customer review terhadap keputusan pembelian produk Erigo di e-commerce Shopee (Studi kasus masyarakat Kabupaten Bekasi). Jurnal Ilmiah Wahana Pendidikan, 9(18), 1–12.

Ganisasmara, N. S., & Mani, L. (2020). The effect of celebrity endorsement, review, and viral marketing on purchase decision of X cosmetics. Solid State Technology, 63(5), 1–20.

Ghozali, I. (2016). Aplikasi analisis multivariate dengan program IBM SPSS 19. BP Undip.

Hasan, A. (2010). Word of mouth marketing. Medpress.

Khofifah, S., & Supriyanto, A. (2022). Pengaruh labelisasi halal, citra merek, online customer review, selebrity endorsement, dan perceived advertising value terhadap keputusan pembelian produk kosmetik yang bersertifikat halal. Jurnal Manajemen dan Penelitian Akuntansi, 15(1), 1–13. https://doi.org/10.58431/jumpa.v15i1.187

Kotler, P. (2012). Manajemen pemasaran (13th ed.). Rajawali.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Latifah, S., Komariah, K., & Mulia, F. (2022). Pengaruh celebrity endorsement dan viral marketing terhadap proses keputusan pembelian (Studi pemasaran produk MS Glow pada followers Instagram @Tunis.Store). Management Studies and Entrepreneurship Journal, 3(4), 1988–1995.

Najwah, J., & Chasanah, A. N. (2022). Pengaruh viral marketing, online consumer reviews, harga, dan brand ambassador terhadap keputusan pembelian secara online di Tokopedia. BISECER (Business Economic Enterpreneurship), 5(2), 1–13. https://doi.org/10.61689/bisecer.v5i2.343

Nasrullah, R. (2017). Blogger dan digital word of mouth: Getok tular digital ala blogger dalam komunikasi pemasaran di media sosial. Jurnal Sosioteknologi, 16(1), 1–16. https://doi.org/10.5614/sostek.itbj.2017.16.1.1

Parmariza, Y. (2019). Pengaruh celebrity endorser, kualitas informasi, viral marketing, dan kepercayaan konsumen terhadap keputusan pembelian di Instagram. Jurnal Ilmiah Manajemen Bisnis, 5(3), 192–206.

Rimbasari, A., & Widjayanti, R. E. (2023). Pengaruh viral marketing dan social media marketing terhadap keputusan pembelian. Jurnal Ekonomi Manajemen, 6(2), 457–466. https://doi.org/10.25273/capital.v6i2.15304

Sabillah, F. Z., Akbar, T., & Latianingsih, N. (2022). Pengaruh viral marketing dan online customer review terhadap minat beli konsumen pada media sosial TikTok (Studi kasus pada Mie Gacoan). JAProf: Jurnal Administrasi Profesional, 3(2), 1–10. https://doi.org/10.32722/jap.v3i2.5152

Sugiyono. (2020). Metode penelitian kuantitatif dan kualitatif R&D. Alfabeta.

Tjiptono, F. (2019a). Pemasaran jasa. Penerbit Andi.

Tjiptono, F. (2019b). Strategi pemasaran (4th ed.). Andi Offset.

Tjiptono, F., & Diana, A. (2020). Pemasaran. Penerbit Andi.

Trisunarno, H. (2020). Analisis pengaruh online customer review, online customer rating, dan star seller terhadap kepercayaan pelanggan hingga keputusan pembelian pada toko online di Shopee. Jurnal Teknik ITS, 9(2), 101–119. https://doi.org/10.12962/j23373539.v9i2.56728