Influencer Marketing, Online Advertising, and Viral Marketing strategic on Gen Z’s purchase decision at TikTok Shop (Case Study at TikTok Shop Users in post pandemic)

Abstract

The purpose of this study was to determine the effect of Influencer Marketing, Online Advertising,
and Viral Marketing on Purchasing Decisions and to determine indicators that influence the variables on the
INFLUENCE OF INFLUENCER MARKETING, ONLINE ADVERTISING, AND VIRAL MARKETING
ON PURCHASE DECISIONS AT TIKTOK SHOP, (CASE STUDY AGAINST TIKTOK GENERATION Z
USERS).
The independent variables in this study are influencer marketing, online advertising and viral
marketing. The dependent variable in this study is the Purchase Decision. Determination of the sample in this
study using the ancient Rao formula. The sample used is the entire population or users of TikTok Generation
Z who have made purchases at the TikTok Shop.
The method used in analyzing the data is multiple linear regression analysis which includes the t test,
f test, test the coefficient of determination previously the data is tested using the classical assumption test which
consists of a normality test, multicollinearity test, heteroscedasticity test with the help of the SPSS 25 program
for windows . The results showed that the Influencer Marketing, Online Advertising, and Viral Marketing
variables had a significant effect on Consumer Purchase Decisions.