Pengaruh Promosi Media Sosial TikTok Influencer dan Persepsi Harga terhadap Keputusan Pembelian (Studi Empiris pada Tomoro Coffee di Kota Bogor)
DOI:
https://doi.org/10.35870/emt.v10i1.5152Keywords:
Social Media Promotion, Influencers, Price Perception, Purchase Decisions, Tomoro CoffeeAbstract
This study aims to analyze the influence of TikTok social media promotion, influencers, and price perception on purchasing decisions for Tomoro Coffee in Bogor City, partially and simultaneously. This study uses a quantitative approach with a causal associative research type with a total of 141 respondents who purchase and consume Tomoro Coffee in Bogor City. Data analysis techniques include instrument testing, classical assumption testing, multiple linear regression analysis, coefficient of determination (R2), and hypothesis testing. The results of the study indicate that TikTok social media influencers and price perception partially and simultaneously have a positive and significant impact on purchasing decisions. The price perception variable was found to be the most dominant factor that strongly influences consumer purchasing decisions. These findings provide an understanding that digital-based marketing strategies, particularly through the TikTok platform and collaboration with influencers, as well as appropriate pricing, play a significant role in driving consumer purchasing decisions.
Downloads
References
Asamoah, E. S., & Chovancová, M. (2011). The influence of price endings on consumer behavior: an application of the psychology of perception. Acta Universitatis agriculturae et silviculturae mendelianae Brunensis. https://doi.org/10.11118/actaun201159070029.
Aulia, A. N., & Kusumaningrum, A. P. (2022). The Effect of Promotion Through Food Vlogger on Tiktok Social Media on Buying Interest in Dobro Coffee Culinary Businesses. Jurnal Manajemen Pelayanan Hotel, 6(2), 441-454.
Basuni, M., Setiadi, R., Fitralisma, G., & Ikhwan, S. (2023). Analisis pengaruh perilaku konsumen dalam pengambilan keputusan pembelian online masyarakat Kabupaten Brebes pada e-commerce Shoppe. E-Bisnis: Jurnal Ilmiah Ekonomi dan Bisnis, 16(1), 10-18. https://doi.org/10.51903/e-bisnis.v16i1.873.
Ghozali, I. (2018). Aplikasi analisis multivariete dengan program IBM SPSS 23.
Herman, H., Maszudi, E., Hamid, R. S., Dewintari, P., & Aulia, A. (2023). Peran Influencer Marketing Online Customer Review dan Content Marketing dalam Keputusan Pembelian Pada Sosial Instagram. Jesya (Jurnal Ekonomi dan Ekonomi Syariah), 6(2), 1348-1358. https://doi.org/10.36778/jesya.v6i2.1059.
Jannah, K. (2023). Analisis Pengaruh Dana Pihak Ketiga dan Capital Adequacy Ratio Terhadap Profitabilitas Pada Bank Syariah Indonesia Periode 2017–2021 (Doctoral dissertation, Universitas Islam Negeri Ar-Raniry).
Lancaster, G., & Reynolds, P. (2005). Management of marketing. Routledge.
Murni, D., & Salim, M. (2024). The The Mediating Role Of Trust In The Influence Of Viral Marketing And Online Consumer Reviews On Purchasing Decisions Skintific Product In Tiktok. Ekombis Review: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(1), 487-498.
Peighambari, K., Sattari, S., Kordestani, A., & Oghazi, P. (2016). Consumer behavior research: A synthesis of the recent literature. Sage Open, 6(2), 2158244016645638.
Prabowo, F. I., Keke, Y., & Istidjab, B. (2021). Pengaruh strategi pemasaran dan kualitas pelayanan terhadap keputusan pembelian konsumen di pt sarana bandar logistik. Jurnal Manajemen Pemasaran, 15(2), 75-82.
Purwaamijaya, B. M., Herdiana, O., Maesaroh, S. S., & Guntara, R. G. (2022). Pelatihan optimalisasi pemasaran produk UMKM melalui sosial media tiktok. Jurnal Ilmiah Pengabdian Dan Inovasi, 1(2), 133-140. https://doi.org/10.57248/jilpi.v1i2.37.
Saleh, G., & Pitriani, R. (2018). Pengaruh media sosial Instagram dan Whatsapp terhadap pembentukan budaya “alone together”. Jurnal Komunikasi, 10(2), 103-114. https://doi.org/10.24912/jk.v10i2.2673.
Sugiyono, D. (2013). Metode penelitian kuantitatif. Kualitatif, dan Tindakan, 189-190.
Suherman, A. W., & Hongdiyanto, C. (2020). Pengaruh promosi, cita rasa, dan persepsi harga terhadap keputusan pembelian produk milkmo. Performa, 5(3), 233-241.
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644. https://doi.org/10.1111/ijcs.12647.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Risa Rosita, Heri Susanto, Agus Pranamulia
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
