Published: 2026-07-01
Peran Kredibilitas Influencer, Iklan, Citra Merek dalam Memengaruhi Keputusan Pembelian Produk Skincare di TikTok Shop
DOI: 10.35870/emt.v10i3.6196
Abstract
This study aims to analyze the influence of Influencer Credibility, Advertising, and Brand Image on Purchasing Decisions for skincare products on TikTok Shop. A quantitative approach was used with a survey method of 139 respondents who are TikTok Shop users and have purchased skincare products. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) through SmartPLS software. The results of the analysis show that Influencer Credibility and Brand Image have a positive and significant influence on Purchasing Decisions. Conversely, Advertising does not have a significant influence on Purchasing Decisions. These findings indicate that trust in influencers and positive perceptions of brands have a more dominant role in driving purchasing decisions than advertising. This study provides implications for business actors to optimize digital marketing strategies by emphasizing influencer credibility and strengthening brand image.
Keywords
Influencer Credibility; Advertising; Brand Image; Purchasing Decisions
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 10 No. 3 (2026)
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Section: Articles
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Published: 2026-07-01
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License: CC BY 4.0
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Copyright: © 2026 Authors
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DOI: 10.35870/emt.v10i3.6196
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Vera Rindiani Kamila, Universitas Dian Nuswantoro
Progam Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro, Kota Se-marang, Provinsi Jawa Tengah, Indonesia.
Guruh Taufan Hariyadi, Universitas Dian Nuswantoro
Progam Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro, Kota Se-marang, Provinsi Jawa Tengah, Indonesia.
Imam Nuryanto, Universitas Dian Nuswantoro
Progam Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro, Kota Se-marang, Provinsi Jawa Tengah, Indonesia.
Febrianur Ibnu Fitroh Sukono Putra, Universitas Dian Nuswantoro
Progam Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro, Kota Se-marang, Provinsi Jawa Tengah, Indonesia.
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