Indonesian Journal of Law and Economics Review
Vol 19 No 2 (2024): May
Marketing Management

Influence of TikTok, Influencers, and Prices on Global Consumer Decisions
Pengaruh TikTok, Influencer, dan Harga terhadap Keputusan Konsumen Global


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  • Muhammad Haris Rahmadana,
  • Lilik Indayani*
Muhammad Haris Rahmadana
Universitas Muhammadiyah Sidoarjo, Indonesia
Lilik Indayani
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijler.v19i2.1119
Published May 3, 2024
Keywords
  • Social Media,
  • Influencers,
  • Prices,
  • Purchase Decisions,
  • Consumer Behavior
How to Cite
Rahmadana, M. H., & Indayani, L. (2024). Influence of TikTok, Influencers, and Prices on Global Consumer Decisions. Indonesian Journal of Law and Economics Review, 19(2), DOI 10.21070/ijler.v19i2.1119. https://doi.org/10.21070/ijler.v19i2.1119

Copyright (c) 2024 Muhammad Haris Rahmadana, Lilik Indayani

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

The emergence of social media platforms has revolutionized marketing strategies, offering new avenues for influencing consumer behavior. This study investigates the impact of TikTok social media, influencers, and prices on purchase decisions, focusing on Mie Gacoan noodles in East Java, Indonesia. With a lack of known population size, non-probability purposive sampling was employed, gathering data from 100 respondents via online questionnaires. Utilizing quantitative techniques and hypothesis testing, SPSS software facilitated data analysis. Findings reveal a significant positive effect of TikTok, influencers, and prices on purchase decisions. This research addresses a gap in understanding the influence of emerging digital marketing channels on consumer choices, providing valuable insights for marketers and policymakers.

Highlight:

  1. TikTok influence: Analyze purchase decisions.
  2. Influencers' effect: Examine consumer behavior.
  3. Pricing impact: Assess purchase choices.

 

Keywoard: Social Media, Influencers, Prices, Purchase Decisions, Consumer Behavior

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