Pengaruh Konten TikTok dan Influencer Marketing terhadap Keputusan Pembelian dengan Pendapatan sebagai Variabel Kontrol
DOI:
https://doi.org/10.29303/jmm.v15i1.852Keywords:
Generation Z, influencer marketing, income, purchasing decisions, TikTok content.Abstract
This research is conducted to examine how influencer marketing and TikTok content impact the purchasing decisions of Generation Z in the Mataram City area, with income level as a controlled variable. The method applied is a quantitative approach of the causal associative type. The determination of the sample was conducted using purposive sampling techniques, involving 85 individuals from Generation Z in the city of Mataram who are active users of the TikTok application and have been exposed to promotions from influencer figures. Field data collection was conducted using a Likert scale questionnaire, which was then processed using multiple linear regression analysis with the aid of SPSS version 25 software. The research findings indicate the absence of a significant influence of the TikTok content variable on purchasing decisions, as shown by the significance value of 0.740 > 0.05. On the other hand, influencer marketing has a positive and significant impact on consumer decisions, as evidenced by a significance value of 0.001 < 0.05. Meanwhile, income, positioned as a control variable, proved to be the most dominant factor and had a significant influence on the decision to purchase, with a significance level of 0.000 < 0.05. Simultaneous testing shows that the combination of income, influencer marketing, and TikTok content has a significant impact on the decision-making process with a significance value of 0.000 < 0.05. Furthermore, the acquisition of an Adjusted R Square value of 0.903 means that 90.3% of the variation in purchasing decisions can be explained by the research model used.References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Ardansyah, A., & Marlinda, R. (2025). Pengaruh content marketing TikTok terhadap keputusan pembelian Generasi Z. Jurnal Manajemen Pemasaran, 12(1), 45–58.
Ariliusra, A., & Games, D. (2020). Pengaruh digital marketing terhadap keputusan pembelian konsumen. Jurnal Kajian Manajemen dan Wirausaha, 2(3), 112–121.
Athaya, A., & Irwansyah. (2021). Peran influencer marketing dalam meningkatkan keputusan pembelian konsumen di media sosial. Jurnal Komunikasi dan Media Digital, 5(2), 145–158.
Brown, D., & Hayes, N. (2008). Influencer marketing: Who really influences your customers? Elsevier.
Firdausi, N. (2024). Pengaruh konten digital TikTok terhadap keputusan pembelian konsumen. Jurnal Manajemen dan Bisnis, 8(2), 102–115.
Galela, R., Lapian, S. L. H. V. J., & Tumiwa, J. (2025). Pengaruh influencer marketing TikTok terhadap keputusan pembelian konsumen. Jurnal EMBA, 13(1), 85–97.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
Herman, H., Maszudi, M., Hamid, A., Dewintari, D., & Aulia, A. (2023). Pengaruh content marketing dan influencer marketing terhadap keputusan pembelian konsumen di TikTok. Jurnal Ekonomi dan Bisnis Digital, 6(1), 67–79.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Lee, J., & Aulia, R. (2023). Pengaruh pemasaran digital terhadap keputusan pembelian konsumen. Jurnal Ilmu Ekonomi dan Manajemen, 9(2), 88–101.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust and purchase intention. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Mahardini, M., Singal, R., & Hidayat, A. (2022). Pengaruh content marketing dan influencer marketing terhadap keputusan pembelian pada pengguna aplikasi TikTok. Jurnal Solusi, 20(4), 396–412.
Nurhidayati, N. (2024). Pengaruh konten digital TikTok terhadap keputusan pembelian Generasi Z. Jurnal Ekonomi dan Bisnis, 11(1), 73–86.
Pulizzi, J. (2012). The rise of storytelling as the new marketing. Publishing Research Quarterly, 28(2), 116–123. https://doi.org/10.1007/s12109-012-9264-5
Rizky, A. (2020). Pengaruh pendapatan terhadap keputusan pembelian kosmetik impor pada e-commerce Sociolla. Jurnal Ilmiah Mahasiswa FEB Universitas Brawijaya, 8(2), 1–15.
Shadrina, A., & Sulistyanto, S. (2022). Pengaruh content marketing dan influencer marketing terhadap keputusan pembelian konsumen pada platform TikTok. Jurnal Manajemen Pemasaran, 10(2), 98–110.
Solomon, M. R. (2020). Consumer behavior: Buying, having, and being (13th ed.). Pearson.
Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sukirno, S. (2016). Mikroekonomi teori pengantar (Edisi ke-3). Raja Grafindo Persada.
Tohar, M. (2000). Membuka usaha kecil. Kanisius.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing (3rd ed.). Sage Publications.
Uyuun, N. A., & Dwijayanti, R. (2022). Pengaruh influencer marketing terhadap keputusan pembelian konsumen melalui media sosial TikTok. Jurnal Ilmu Manajemen, 10(3), 1123–1135.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Didi Andri, Ahmad Fadli, Eko Pratandi, Muhammad Tareq Hanafi Majid
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 CC BY 4.0. This license allows authors to use all articles, data sets, graphics, and appendices in data mining applications, search engines, web sites, blogs, and other platforms by providing an appropriate reference. The journal allows the author(s) to hold the copyright without restrictions and will retain publishing rights without restrictions.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in JMM.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
