The Effect of TikTok Social Media Marketing, Celebrity Endorsers, and Product Quality on Jiniso Product Purchase Decisions Through Trust in Endorsers
DOI:
https://doi.org/10.33096/jmb.v12i2.1317Keywords:
Tiktok social media marketing, Celebrity endorser, Product quality, Purchasing decision, Trust in endorserAbstract
In the current digital landscape, social media has emerged as one of the most effective and efficient online marketing tools. Among the widely used platforms today is TikTok, which now offers the TikTok for Business feature that enables companies to promote and showcase their products. Celebrity endorsers play an important role in supporting product promotion by creating engaging and creative content through their TikTok accounts. Additionally, product quality remains a crucial factor considered by consumers when making purchase decisions. This study aims to examine the influence of TikTok social media marketing, celebrity endorsers, and product quality on purchase decisions for Jiniso products, with trust in endorsers as a mediating variable. The research employs a descriptive quantitative approach using purposive sampling and non-probability sampling techniques. The descriptive results indicate that all variables demonstrate strong percentage scores. Hypothesis testing shows that TikTok social media marketing, celebrity endorsers, and product quality each have a positive and significant partial effect on purchase decisions. Furthermore, trust in endorsers moderates the relationship between TikTok social media marketing and purchase decisions; however, it does not moderate the relationship between celebrity endorsers and product quality toward purchase decisions.
Downloads
References
Barus, N. B., Pangaribuan, M., & Purnami, S. (2021). Pengaruh promosi menggunakan media sosial TikTok terhadap keputusan pembelian produk kosmetik Ms. Glow pada mahasiswa di Kota Medan. Prosiding Konferensi Nasional Social & Engineering Polmed (KONSEP), 2(1), 616–626.
Firdiansyah. (2022). Memahami social media marketing, dari pengertian sampai strateginya. Glints. https://glints.com/id/lowongan/apa-itu-social-media-marketing/#strategi-dalam-social-media-marketing
Ghozali. (2023). Partial least square: Konsep, teknik dan aplikasi menggunakan program SmartPLS 4.0. Badan Penerbit Universitas Diponegoro.
Gunawan, D. G. (2022). Pengaruh label halal, electronic word of mouth dan kualitas produk terhadap keputusan pembelian skincare Safi melalui brand image dan brand trust. Jurnal Ilmiah Ekonomi Islam, 8(1), 815–824.
Hariyanto, H. T., & Trisunarno, L. (2020). Analysis of the influence of online customer reviews, online customer ratings, and star seller on customer trust and purchasing decisions in online stores at Shopee. The Journal of ITS Engineering Journal, 9(2). https://doi.org/10.59653/jbmed.v2i02.720
Hasan, M., Sohail, M. S., & Sohail, A. F. (2020). The impact of social media marketing on brand trust and brand loyalty: An Arab perspective. International Journal of Online Marketing (IJOM), 10(1), 15–31.
Herjanto, H., Adiwijaya, M., Wijaya, E., & Semuel, H. (2020). The effect of celebrity endorsement on Instagram fashion purchase intention: The evidence from Indonesia. Petra Christian University.
Keller, K. L., & Kotler, P. (2022). Branding in B2B firms. In Handbook of business-to-business marketing (pp. 205–224). Edward Elgar Publishing.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education Limited.
Nasution, A. K. P. (2020). Integrasi media sosial dalam pembelajaran generasi Z. Jurnal Teknologi Informasi dan Pendidikan, 13(1), 80–86.
Nugroho, M. T., & Kurniawan, H. (2022). Perancangan video company profile PT Fala Group Indonesia berbasis multimedia sebagai media promosi. Respati, 17(2), 71–78.
Nurunnisha, G. A., Pratama, R. W., & Asikin, B. (2020). Promotion and product quality in determining purchase decision smartphone Xiaomi. International Journal of Psychosocial Rehabilitation, 24(07).
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Prasojo, E. (2019). Pengaruh celebrity endorsement terhadap minat beli melalui brand image (Studi pada mahasiswa Kota Tegal). Journal Competency of Business, 3(1), 14–33. https://doi.org/10.47200/jcob.v3i1.667
Sadya, S. (2023). Kinerja industri tekstil meningkat 9,34% pada 2022. DataIndonesia.id. https://dataindonesia.id/industri-perdagangan/detail/kinerja-industri-tekstil-meningkat-934-pada-2022
Shimp, T. A. (2014). Periklanan promosi & aspek tambahan komunikasi terpadu. Erlangga.
Solis, B. (2010). Engage: The complete guide for brands and businesses to build, cultivate, and measure success in the new web. John Wiley & Sons.
Sudaryono, S. P. (2022). Komunikasi bisnis. Prenada Media.
Sugiyono. (2022). Metode penelitian kuantitatif. Alfabeta.
Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif. Alfabeta.
Tanady, E. S., & Fuad, M. (2020). Analisis pengaruh citra merek dan kualitas layanan terhadap keputusan pembelian Tokopedia di Jakarta. Jurnal Manajemen, 9(2).
Tito, F. A., & Fatoni, M. (2023). Minat beli pakaian olahraga ditinjau dari celebrity endorsement Instagram. Jambura Health and Sport Journal, 5(1), 19–27.
Wati, A. P., Martha, J. A., & Indrawatti, A. (2020). Digital marketing. Edulitera.
Zulia, A., Anggraini, C., Sembiring, D. A., Della Aulia, I., & Pratama, R. (2022). Etika komunikasi di media sosial pada Remaja Masjid Himpunan Muda-Mudi Al-Ikhlas Kelurahan Dwikora Kecamatan Medan Helvetia. MUKADIMAH: Jurnal Pendidikan, Sejarah, dan Ilmu-Ilmu Sosial, 6(2), 414–420. https://doi.org/10.30743/mkd.v6i2.5486
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Jurnal Manajemen Bisnis
This work is licensed under a Creative Commons Attribution 4.0 International License.
