Pengaruh Promosi Melalui Media Sosial TikTok dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Lozy Hijab
DOI:
https://doi.org/10.63822/7qzbjr49Keywords:
TikTok Promotion, Consumer Trust, Purchasing Decision, Social Media, Lozy HijabAbstract
The development of social media, particularly TikTok, has become an effective promotional tool in influencing consumer behavior in the digital era. According to Kotler and Keller, promotion is a marketing activity aimed at communicating product value to consumers, while consumer trust, as defined by Mowen and Minor, refers to consumers’ confidence in the reliability and integrity of a brand. This study aims to examine the influence of promotion through TikTok social media and consumer trust on purchasing decisions of Lozy Hijab products. This research employs a quantitative method, with data collected through questionnaires distributed to Lozy Hijab consumers who have been exposed to promotional content on TikTok. The data were analyzed using multiple linear regression analysis. The results indicate that promotion through TikTok social media has a positive and significant effect on purchasing decisions of Lozy Hijab. In addition, consumer trust also has a positive and significant effect on purchasing decisions. Simultaneously, promotion through TikTok social media and consumer trust have a significant influence on the purchasing decisions of Lozy Hijab.
Downloads
References
Deni Pranoto. (2014). Manajemen kepercayaan dalam hubungan bisnis. Jakarta: Penerbit XYZ.
Dwyer, F. R., Schurr, P. H., & Oh, S. (2012). Developing buyer-seller relationships. Journal of Marketing, 51(2), 11-27.
Gudiato, R., et al. (2022). Pengaruh media sosial terhadap interaksi konsumen di platform e- commerce. Jurnal Pemasaran Digital, 5(1), 45-58.
Handoko, T. H. (2017). Manajemen pemasaran. Yogyakarta: BPFE. Jasper, A. (2012). Trust in business relationships. London: Routledge.
Kotler, P., & Armstrong, G. (2012). Principles of marketing (14th ed.). Pearson. Kotler, P., & Armstrong, G. (2014). Principles of marketing (15th ed.). Pearson. Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Pearson. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson. Kotler, P., & Keller, K. L. (2021). Marketing management (16th ed.). Pearson. Kotler, P., & Amstrong, G. (2012). Marketing: An introduction (11th ed.). Pearson.
Menurut Solomon, M. (2021). Consumer behavior: Buying, having, and being (13th ed.). Pearson.
Muhamad, A. (2025). Laporan survei APJII tentang e-commerce dan perilaku belanja online masyarakat Indonesia. Jakarta: APJII.
Putra, A., & Hidayat, R. (2021). Kepercayaan konsumen dalam pemasaran digital. Jurnal Manajemen Bisnis, 8(2), 112-125.
Saputra, R., Hapsoro, M., Oetomo, A., & Sutanto, E. (2023). Pengaruh media sosial dan kepercayaan terhadap intensi beli TikTok Shop. Jurnal E-Commerce, 6(1), 33-47.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Pearson.
Schiffman, L. G., & Wisenblit, J. (2022). Consumer behavior (12th ed.). Pearson.
Solomon, M. R. (2020). Consumer behavior: Buying, having, and being (12th ed.). Pearson.
Subagja, D., & Duta, A. (2023). Pengaruh social media marketing terhadap keputusan pembelian produk hijab. Jurnal Pemasaran Fashion, 3(2), 55-70.
Tjiptono, F. (2015). Manajemen pemasaran (4th ed.). Yogyakarta: Andi.
Wibiwo, W., & Priansa, A. (2017). Prinsip manajemen pemasaran. Bandung: Alfabeta.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson Education.
Kotler, P., Keller, K. L. (2017). Marketing management (15th ed.). Pearson Education.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. Wiley
Laudon, K. C., & Traver, C. G. (2021). E-commerce 2021: Business, technology, society (16th ed.). Pearson.
Sugiyono. (2018). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta. Tjiptono, F., & Chandra, G. (2020). Strategi pemasaran (4th ed.). Andi.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill Education
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Auriel Putri Marlina , Halimah Zahrah (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
