The influence of micro influencers and digital marketing on product purchasing decisions at tiktok shop in bengkulu city
Year: 2025
Type: article
Study design: Observational Study
Abstract: THE INFLUENCE OF MICRO-INFLUENCERS AND DIGITAL MARKETING ON PURCHASE DECISIONS OF TIKTOK SHOP CUSTOMERS IN BENGKULU CITY Andhes Tiani Putri, Meylaty F 12Faculty Of Economic Email: How to cite: ………………………….(fill in Editor) INFORMASI ARTIKEL ABSTRACT Article History: Accepted : ….. (fill in editor) Revised : ….. (fill in editor) Approved : ….. (fill in editor) This study aims to determine the influence of Micro-Influencers and Digital Marketing on Purchase Decisions of TikTok Shop customers in Bengkulu City, both partially and simultaneously. Using 120 respondents, the research analyzes the impact of these variables through multiple data analysis techniques, including instrument testing, classical assumption testing, multiple linear regression, and hypothesis testing. The results show that Micro-Influencers and Digital Marketing both have a significant impact on purchase decisions individually and collectively, highlighting their crucial role in consumer behavior on TikTok Shop. Keywords: 3-5 words or phrases represent the focus of writing. Written with letters Times New Roman 10 pt Italic. Pages: …… (fill in editor) This is an open access article under the CC–BY-SA license Keywords: Micro-Influencer, Digital Marketing, Purchase Decision INTRODUCTION In recent years, digital marketing has become one of the primary strategies businesses use to reach consumers. This trend has grown even further with the emergence of micro-influencers—individuals with a relatively small but highly engaged following on social media. Micro-influencers are considered more authentic and have a stronger personal connection with their audience, making them more impactful on consumer purchasing decisions compared to major celebrities. In this context, local businesses in Bengkulu, such as those on TikTok, leverage micro-influencers to increase their product exposure. By using platforms like Instagram or TikTok, they can reach a relevant audience more effectively and efficiently. Moreover, the concept of digital marketing has become a crucial topic in the modern era, aligning with the growing consumer awareness of social and environmental responsibility. Digital marketing aims to create long-term value for businesses while ensuring environmental sustainability. Businesses in Bengkulu, including those on TikTok, face the challenge of not only focusing on short-term profitability but also adopting business practices that support sustainable digital marketing. Through collaborations with micro-influencers who promote eco-friendly products or digital messages, local stores have the opportunity to build a more positive brand image and meet the demands of modern consumers who are increasingly concerned with digital marketing issues. LITERATURE REVIEW (Hasibuan, 2016) states that purchase decision is the process of selecting a product or service after evaluating various factors. Consumers consider aspects such as needs, desires, price, and the benefits offered by the product before making a decision. This decision results from a complex analysis, including comparisons between different options available in the market. (Japarianto, 2020) emphasizes that a purchase decision is the outcome of a consumer's evaluation of various product or service options to fulfill their needs. This process involves considering internal factors (such as attitudes, perceptions, and experiences) as well as external factors (such as promotions, pricing, or trends). The decision is made after consumers weigh all the available information. (Chaniago & Majid, 2023) state that micro-influencers are individuals with a following of between 1,000 and 100,000 on social media, known for their personal closeness to their audience. They are considered more trustworthy due to their authentic interactions and are seen as more relatable compared to influencers with larger followings. (Girsang, 2020) mentions that micro-influencers are individuals with a smaller but highly loyal follower base, particularly within specific communities or niches. They are often regarded as a trusted source of information by their followers, making them highly effective in marketing campaigns targeting specific market segments. (As-Syahri, 2024) states that digital marketing is the process of promoting products or services through digital media, including the internet and other electronic devices. As-Syahri emphasizes that digital marketing encompasses various strategies, such as SEO (Search Engine Optimization), social media marketing, email marketing, and digital advertising. This process allows companies to reach a broader audience in a more efficient and measurable way compared to traditional marketing. Additionally, digital marketing enables direct interaction between brands and consumers, creating a more personalized experience. (Triskamto, 2024) explains that digital marketing includes all forms of marketing conducted through digital platforms. This involves the use of websites, applications, and social media to deliver marketing messages to target audiences. Digital marketing offers advantages in data analysis, allowing marketers to track campaign performance in real-time, make adjustments, and optimize strategies based on collected data. Triskamto also highlights the importance of creating engaging and relevant content to capture consumers' attention in the competitive digital landscape. RESEARCH METHOD This chapter outlines the research methodology used in the study on the influence of micro-influencers and digital marketing on purchasing decisions. The research was conducted among consumers who have shopped on TikTok in Bengkulu, with initial observations made in October 2024. A descriptive quantitative approach was employed, comparing data collected through a questionnaire from a representative sample population. The target population consists of TikTok consumers, with a purposive sampling method used to select 120 respondents based on specific criteria. This ensures that the sample is suitable for the study's objectives. Data collection was carried out using a well-structured questionnaire designed to gather detailed information, allowing respondents to provide their insights without feeling pressured. The questionnaire utilized a Likert scale for responses, facilitating quantitative analysis. Data analysis techniques included instrument testing, where validity and reliability tests were conducted to confirm the effectiveness of the questionnaire. Validity was assessed through correlation thresholds, while reliability was evaluated using Cronbach's Alpha, with acceptable values set above 0.60. The classical assumption testing involved normality, multicollinearity, and heteroscedasticity tests to ensure the data met the necessary statistical assumptions. Finally, multiple linear regression analysis was employed to assess the impact of the independent variables (micro-influencer and digital marketing) on the dependent variable (purchasing decisions). Hypothesis testing included both partial (t-test) and simultaneous (F-test) evaluations to determine the influence of the independent variables on the dependent variable. This comprehensive methodology ensures the reliability and validity of the study's findings. RESEARCH RESULTS AND DISCUSSION Tables and Figures Chapter 4: Results and Discussion This chapter presents the results of the study, analyzing data collected from 120 respondents regarding the influence of micro-influencers and digital marketing on purchasing decisions. The findings are categorized into several sections, including demographic characteristics, instrument testing results, and key findings related to the research variables. General Overview of TikTok Shop TikTok Shop is an e-commerce feature integrated into the TikTok platform, allowing users to purchase products directly through videos and live streams. It promotes interaction between sellers and consumers, enhancing the shopping experience. Respondent Characteristics The demographic characteristics of the respondents are summarized in the following tables: Table 4.1: Respondent Characteristics by Gender Characteristic Number Percentage (%) Male 85 70.83 Female 35 29.17 Total 120 100% Table 4.2: Respondent Characteristics by Age Age Range Number Percentage (%) 17 - 29 years 80 53.72 30 - 40 years 30 37.03 > 40 years 10 9.25 Total 120 100% Instrument Testing Results The validity and reliability of the questionnaire were confirmed, ensuring accurate data collection. Table 4.3: Validity Test Results Variable Item Correlation Validity Micro-Influencer H1 .874 Valid Digital Marketing P1 .485 Valid Table 4.4: Reliability Test Results Variable Cronbach’s Alpha Reliability Micro-Influencer .900 Reliable Digital Marketing .620 Reliable Purchase Decision .681 Reliable Key Findings The results indicate that both micro-influencers and digital marketing significantly influence purchasing decisions on TikTok Shop. Statistical analysis revealed: Micro-influencer (X1) has a significant positive effect on purchasing decisions. Digital marketing (X2) also significantly impacts purchasing decisions. Table 4.5: Summary of Hypothesis Testing Variable t-value Significance (p) Micro-Influencer 1.246 < 0.05 Digital Marketing 4.586 < 0.05 The find
Authors: Darwin Natalaksana, Meilaty Finthariasari, Andhes Tiani Putri, Ahmad Pitra
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4411501721