Dampak keberadaan influencer dalam promosi produk di TikTok terhadap minat pembelian melalui marketplace
Abstract
This research aims to analyze the impact of influencers' presence in promoting products on the TikTok platform on consumer purchasing interest through marketplace platforms. The study focuses on identifying the influence of influencers in shaping perceptions, beliefs, and consumer buying interest regarding the products promoted on TikTok, as well as the implications of this relationship on purchasing decisions through marketplace platforms. Data utilized are sourced from relevant journal articles and books. Findings indicate that the role of influencers on TikTok in product promotion has undergone significant development alongside the growth of social media. Influencers have opened opportunities for marketing companies to engage with customers in a more personal and relevant manner. Through the utilization of parasocial connections and emotional bonds, influencers have successfully built credibility that influences consumer purchasing interest, thereby impacting purchasing decisions.
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