Published: 2026-01-01
Pengaruh Promosi Media Sosial TikTok Influencer dan Persepsi Harga terhadap Keputusan Pembelian (Studi Empiris pada Tomoro Coffee di Kota Bogor)
DOI: 10.35870/emt.v10i1.5152
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Abstract
This study aims to analyze the influence of TikTok social media promotion, influencers, and price perception on purchasing decisions for Tomoro Coffee in Bogor City, partially and simultaneously. This study uses a quantitative approach with a causal associative research type with a total of 141 respondents who purchase and consume Tomoro Coffee in Bogor City. Data analysis techniques include instrument testing, classical assumption testing, multiple linear regression analysis, coefficient of determination (R2), and hypothesis testing. The results of the study indicate that TikTok social media influencers and price perception partially and simultaneously have a positive and significant impact on purchasing decisions. The price perception variable was found to be the most dominant factor that strongly influences consumer purchasing decisions. These findings provide an understanding that digital-based marketing strategies, particularly through the TikTok platform and collaboration with influencers, as well as appropriate pricing, play a significant role in driving consumer purchasing decisions.
Keywords
Social Media Promotion ; Influencers ; Price Perception ; Purchase Decisions ; Tomoro Coffee
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 10 No. 1 (2026)
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Section: Articles
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Published: %750 %e, %2026
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License: CC BY 4.0
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Copyright: © 2026 Authors
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DOI: 10.35870/emt.v10i1.5152
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Risa Rosita
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Bangsa, Kota Bogor, Provinsi Jawa Barat, Indonesia.
Heri Susanto
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Bangsa, Kota Bogor, Provinsi Jawa Barat, Indonesia.
Agus Pranamulia
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Bangsa, Kota Bogor, Provinsi Jawa Barat, Indonesia.
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