Published: 2026-10-01

Pengaruh Influencer Marketing dan Penggunaan E-Wallet terhadap Perilaku Pembelian di TikTok Shop pada Siswa Gen Z SMA Negeri 11 Kota Jambi

DOI: 10.35870/emt.v10i4.6845

Indri Febrianti, Arpizal Arpizal, Ahmad Rifki
  • Indri Febrianti: Universitas Jambi
  • Arpizal Arpizal: Universitas Jambi
  • Ahmad Rifki: Universitas Jambi
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Abstract

The growth of digital transactions has driven an increase in purchasing activity on the TikTok Shop. This study aims to analyze the influence of influencer marketing and e-wallet usage on purchasing behavior. This study employs a quantitative approach using an ex post facto method. Data was collected through a survey distributed to 165 respondents selected using purposive sampling and analyzed using multiple linear regression. The results indicate that influencer marketing and e-wallet usage have a positive and significant effect on purchasing behavior. This is evident from the calculated t-value of 6.810 > the critical t-value of 1.97 and a significance level of 0.000 < 0.05, indicating that these variables have a positive and significant effect. E-wallet usage also has a positive and significant effect with a calculated t-value of 3.309 > the critical t-value of 1.97 and a significance level of 0.001 < 0.05. Simultaneously, both variables have a significant effect with a calculated F-value of 31.185 > the critical F value of 3.05 and a significance level of 0.000 < 0.05. Additionally, the coefficient of determination (R²) of 27.8% indicates that the independent variables in this study account for 27.8% of the variation in purchasing behavior. These findings indicate that a combination of promotional strategies through influencers and the convenience of digital payment systems can drive an increase in purchasing activity.

Keywords

Influencer Marketing; E-wallet; Purchasing Behavior; TikTok Shop; Digital Payment

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How to Cite

Febrianti, I., Arpizal, A., & Rifki, A. (2026). Pengaruh Influencer Marketing dan Penggunaan E-Wallet terhadap Perilaku Pembelian di TikTok Shop pada Siswa Gen Z SMA Negeri 11 Kota Jambi. Jurnal EMT KITA, 10(4), 2144-2155. https://doi.org/10.35870/emt.v10i4.6845
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.

  • Issue: Vol. 10 No. 4 (2026)

  • Section: Articles

  • Published: 2026-10-01

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Author Biographies
Indri Febrianti, Universitas Jambi
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Universitas Jambi, Kabupaten Muaro Jambi, Provinsi Jambi. Indonesia.

Arpizal Arpizal, Universitas Jambi
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Universitas Jambi, Kabupaten Muaro Jambi, Provinsi Jambi. Indonesia.

Ahmad Rifki, Universitas Jambi
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Universitas Jambi, Kabupaten Muaro Jambi, Provinsi Jambi. Indonesia.

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