THE INFLUENCE OF TIKTOK INFLUENCERS ON PURCHASING DECISIONS THROUGH VIRAL MARKETING AS AN INTERVENING VARIABLE IN THE RUANG KERAMIK STUDIO

ABSTRACT

The concept of society 5.0 unites the physical and digital worlds to improve the quality of human life. The purpose of this study is to analyze the influence of influencers on purchasing decisions through viral marketing as an intervening variable in the Ruang Keramik Studio. This quantitative study was conducted on consumers who viewed influencer review videos and visited Ruang Keramik Studio. The sampling technique used was non-probability sampling with a purposive sampling method. The sample size for this study was 100 respondents, calculated using the Lemeshow formula since the population size was unknown. Data analysis in this study utilized the SmartPLS 4.0 software with a Structural Equation Modeling – Partial Least Squares (SEM-PLS) approach. The test results showed that TikTok influencers (X) have a direct effect on purchasing decisions (Y) in the Ruang Keramik Studio, as indicated by a t-statistic value of 5.655 > 1.96. TikTok influencers (X) have a direct effect on viral marketing (Z) in the Ruang Keramik Studio, as indicated by a t- statistic value of 15.610 > 1.96. Viral marketing (Z) have a direct effect on Purchase Decision (Y) in the Ruang Keramik Studio, as indicated by a t-statistic value of 3.091 > 1.96. TikTok Influencer (X) have an indirect effect on the Y variable, which is Purchase Decision, through the Viral Marketing (Z) variable as an intervening variable in the Ruang Keramik Studio (can mediate), as indicated by a t-statistic value of 3.039 > 1.96.

Keywords: Influencer, Viral marketing, Purchase Decision, TikTok