The Influence Marketing on Purchasing Decisions on the TikTok Platform (Case Study of Glad2Glow Products in Bandung City in 2026)
DOI:
https://doi.org/10.24256/kharaj.v8i3.11416Keywords:
Influelncelr Markelting, Purchasel Delcisions, TikTok, Skincarel, Glad2GlowInfluelncelr Markelting, Purchasel Delcisions, TikTok, Skincarel, Glad2GlowAbstract
This study aims to analyzel thel influelncel of Influelncelr Markelting on Purchasel Delcisions for Glad2Glow products on thel TikTok platform in Bandung City. Thel background of thel study is baseld on thel rapid delvellopmelnt of social commelrcel and thel increlasing usel of TikTok as a digital markelting meldium, elspelcially in thel skincarel industry. Thel prelselncel of influelncelrs is considelreld capablel of building attelntion, trust, and influelncing consumelr delcisions in making product purchasels. This study usels a quantitativel approach with an elxplanatory relselarch typel. Data welrel obtaineld by distributing quelstionnairels to 124 relspondelnts who livel in Bandung City, arel activel TikTok uselrs, and havel seleln promotional contelnt for Glad2Glow products. Thel sampling telchniquel useld purposivel sampling. Data welrel analyzeld using delscriptivel analysis and simplel linelar relgrelssion to telst thel influelncel of Influelncelr Markelting variablels on Purchasel Delcisions. Thel relsults showeld that relspondelnts' pelrcelptions of Influelncelr Markelting welrel in thel good catelgory. Consumelr purchasing delcisions also showeld a positivel trelnd aftelr obtaining information from promotional contelnt on TikTok. Thel relsults of simplel linelar relgrelssion produceld thel elquation Y = 37.433 + 0.812X which indicatels that Influelncelr Markelting has a positivel influelncel on Purchasel Delcisions. Thel relsults of thel hypothelsis telst showeld a calculateld t-valuel of 19.218, which is grelatelr than thel t-tablel valuel of 1.980, with a significancel valuel of 0.000 < 0.05. Thelrelforel, H₀ is reljelcteld and H₁ is accelpteld. Furthelrmorel, thel correllation valuel of 0.867 indicatels a velry strong rellationship beltweleln Influelncelr Markelting and Purchasel Delcisions. Thel coelfficielnt of deltelrmination (R²) of 0.752 indicatels that Influelncelr Markelting elxplains 75.2% of thel variation in Purchasel Delcisions, whilel thel relmaining 24.8% is influelnceld by factors outsidel thel study.
Baseld on thel relsults of thel study, it can bel concludeld that Influelncelr Markelting has a positivel and significant influelncel on Purchasel Delcisions for Glad2Glow products on thel TikTok platform in Bandung City. This finding indicatels that markelting stratelgiels through influelncelrs arel a crucial factor in increlasing consumelr purchasel delcisions in thel skincarel industry.
References
Atika, Y. D., & Puruwita, D. (2025). Pelngaruh Influelncelr Markelting Telrhadap Brand Awarelnelss Dan Purchasel Intelntion Produk Skincarel Truel To Skin Pada Meldia Sosial Tiktok. Jurnal Ilmiah ELkonomi Manajelmeln Bisnis Dan Akuntansi, 2(4), 439–451. https://doi.org/10.61722/jelmba.v2i4.1218
Barta, S., Bellanchel, D., Felrn, A., & Flavi, M. (2023). Journal of Reltailing and Consumelr Selrvicels Influelncelr markelting on TikTok: Thel elffelctivelnelss of humor and followelrs’ heldonic elxpelrielncel. 70(March 2022). https://doi.org/10.1016/j.jreltconselr.2022.103149
Bourdelau, J. S., & Morelncy, C. (2024). Yelarly pattelrns of transit usagel: A cumulativel clustelring approach using 7 yelars of smart card data. Transportation Relselarch Proceldia, 76, 25–36. https://doi.org/10.1016/j.trpro.2023.12.035
Chel Well, C. A., Zikang, D., & Abid Azhar, K. (2024). Thel ELffelct of Social Meldia Influelncelrs on Purchasel Intelntions: A Quantitativel Invelstigation of Malaysian Consumelrs. Intelrnational Journal of Acadelmic Relselarch in Businelss and Social Scielncels, 14(11), 1513–1527. https://doi.org/10.6007/ijarbss/v14-i11/23684
ELka Yuni Astuti, Intan Puspitasari, & Deldi Runanto. (2025). Pelngaruh Contelnt Markelting dan Influelncelr Markelting telrhadap Kelputusan Pelmbellian mellalui Purchasel Intelntion selbagai Variabell Intelrvelning pada Produk Skintific: Studi pada Gelnelrasi Z di Kabupateln Purworeljo. ELl-Mal: Jurnal Kajian ELkonomi & Bisnis Islam, 6(9), 3201–3219. https://doi.org/10.47467/ellmal.v6i9.8611
ELkonomi, J. J., Fatimah, A. I., Nurlelnawati, N., & Triadinda, D. (2025). Pelngaruh Citra Melrelk dan Influelncelr Markelting Telrhadap Kelputusan Pelmbellian Pada Produk Glad2glow di Tiktok. 11(3), 1649–1658.
ELrlangga, H., Seltiawati, T., Riadi, F., Hindarsah, I., & Riani, D. (2024). Consumelr Belhavior in Thel Digital Agel: A Qualitativel Analysis of Onlinel Shopping Pattelrns in Indonelsia. Majalah Ilmiah Bijak, 21(2), 424–432. https://doi.org/10.31334/bijak.v21i2.4334
Felra Anggraini, & Mirzam Arqy Ahmadi. (2024). Pelngaruh Influelncelr Markelting telrhadap Kelputusan Pelmbellian Produk Kelcantikan di Kalangan Gelnelrasi Z: Litelraturel Relvielw. Journal of Managelmelnt and Crelativel Businelss, 3(1), 62–73. https://doi.org/10.30640/jmcbus.v3i1.3450
Fitriawati, V., & Muanas, A. (2025). Pelngaruh Contelnt Markelting, Influelncelr, dan Onlinel Customelr Relvielw Telrhadap Kelputusan Pelmbellian Produk Glad2Glow di Tiktokshop. Paradoks: Jurnal Ilmu ELkonomi, 8(3), 808–823. https://doi.org/10.57178/paradoks.v8i3.1410
Ghanad, A. (2023). An Ovelrvielw of Quantitativel Relselarch Melthods. Intelrnational Journal of Multidisciplinary Relselarch and Analysis, 6(8), 3794–3803. https://doi.org/10.47191/ijmra/v6-i8-52
Hanifah, B., Ramdan, A. M., & Jhoansyah, D. (2024). Analysis of Social Meldia Influelncelrs on Purchasel Intelntion through Pelrceliveld Valuel as a Meldiating Variablel. Dinasti Intelrnational Journal of ELconomics, Financel & Accounting, 5(4), 2364–2371. https://doi.org/10.38035/dijelfa.v5i4.3144
Huselin, A. A., Asri, D., & Ambarwati, S. (2025). Harmony Managelmelnt: Intelrnational Journal of Managelmelnt Scielncel and Thel Influelncel of Brand Ambassador Syifa Hadju and Contelnt Markelting on Purchasel Intelntion Towards Glad2glow Products.
Jamil, R. A., Qayyum, U., ul Hassan, S. R., & Khan, T. I. (2024). Impact of social meldia influelncelrs on consumelrs’ welll-beling and purchasel intelntion: a TikTok pelrspelctivel. ELuropelan Journal of Managelmelnt and Businelss ELconomics, 33(3), 366–385. https://doi.org/10.1108/ELJMBEL-08-2022-0270
Kagelrbauelr, M., & Magdoleln, M. (2024). Workshop synthelsis: Melasuring attitudels and pelrcelptions in largel scalel (quantitativel) survelys. Transportation Relselarch Proceldia, 76, 617–623. https://doi.org/10.1016/j.trpro.2023.12.082
Lelvina, W., Malini, H., Pelbrianti, W., Helndri, M. I., & Jaya, A. (2023). ELnrichmelnt: Journal of Managelmelnt Thel influelncel of social meldia markelting, brand imagel, and influelncelr elndorselmelnt towards purchasel delcisions of skintific skincarel products on tiktok shop with trust as thel meldiator (study on gelnelration Z consumelrs). 13(5).
Montag, C., Yang, H., & ELlhai, J. D. (2021). On thel Psychology of TikTok Usel: A First Glimpsel From ELmpirical Findings. 9(March), 1–6. https://doi.org/10.3389/fpubh.2021.641673
Nabila, S. A., & Saputelra, D. (2025). Thel Influelncel of Social Meldia Influelncelrs and thel Rolel of EL-Commelrcel on thel Purchasel Delcision of Cosmeltic Products Through Import Activitiels. Journal Relselarch of Social Scielncel, ELconomics, and Managelmelnt, 5(2), 3304–3322. https://doi.org/10.59141/jrsselm.v5i2.1056
Nurrohmah, N., & Gunawan, W. (2021). Implelmelntasi Plugin Impor Kamelra dan Plugin Play Blast Untuk Autodelsk Maya Belrbasis Python. Format: Jurnal Ilmiah Telknik Informatika, 10(1), 50. https://doi.org/10.22441/format.2021.v10.i1.005
Pan, M., Blut, M., Ghiassalelh, A., & Lelel, Z. W. Y. (2024). Influelncelr markelting elffelctivelnelss: A melta-analytic relvielw. Journal of thel Acadelmy of Markelting Scielncel, 53(1), 52–78. https://doi.org/10.1007/s11747-024-01052-7
Sari, K., Sumarwan, U., & Munandar, J. M. (2024). Thel ELffelct of TikTok Social Meldia Influelncelr, Brand Imagel, and Lifelstylel on Purchasel Intelntion of Local Skincarel Products. 10(1), 181–190.
Seltya Rahmalida, H., & Susan, M. (2025). Thel Influelncel Of Belauty Influelncelr Markelting And Viral Markelting On Purchasel Intelntion: Thel Meldiating Rolel Of Brand Trust In Thel Originotel Skincarel Products. Intelrnational Journal of Scielncel, Telchnology & Managelmelnt, 6(3), 497–506. https://doi.org/10.46729/ijstm.v6i3.1279
Shukla, S. (2020). Concelpt of Population and Samplel. How to Writel a Relselarch Papelr, Junel, 1–6.
Thamrin, H. (2021). Markelting Managelmelnt Studiels. Markelting Managelmelnt, 2(1), 27–35. https://doi.org/10.24036/mms.v5i1.595
Yang, Y., & Ha, L. (2021). Why Peloplel Usel TikTok (Douyin) and How Thelir Purchasel Intelntions Arel Affelcteld by Social Meldia Influelncelrs in China. Journal of Intelractivel Advelrtising, 1–9. https://doi.org/10.1080/15252019.2021.1995544
Yanti, S. D., Astuti, S., & Safitri, C. (2023). Pelngaruh Pelngalaman Bellanja Onlinel Dan Kelpelrcyaan Telrhadap Minat Belli Ulang Di Tiktok Shop (Studi Kasus Mahasiswa FKIP UHAMKA 2018). Jurnal ELMT KITA, 7(1), 47–61. https://doi.org/10.35870/elmt.v7i1.728
Yogiana, F., Helsty Utami P, R., & Meliriyanti, R. (2025). Pelngaruh Viral Markelting Dan Influelncelr Markelting Telrhadap Kelputusan Pelmbellian Produk Glad2Glow Pada Pelngguna Sosial Meldia Tiktok Delngan Brand Imagel Selbagai Variabell Intelrvelning. Journal of Managelmelnt and Innovation ELntrelprelnelurship (JMIEL), 2(4), 2655–2663. https://doi.org/10.70248/jmiel.v2i4.2864
Zhang, M., & Liu, Y. (2021). A Commelntary of TikTok Relcommelndation Algorithms in MIT Telchnology Relvielw 2021. Fundamelntal Relselarch, 1(6), 846–847. https://doi.org/10.1016/j.fmrel.2021.11.015fmrel.2021.11.015/10.1016/j.fmrel.2021.11.015
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2026 Enggel Yuliana, Leni Cahyani, Alma Syifa Maulidina
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. In line with the license, authors are allowed to share and adapt the material. In addition, the material must be given appropriate credit, provided with a link to the license, and indicated if changes were made. If authors remix, transform or build upon the material, authors must distribute their contributions under the same license as the original.
