Quantitative analysis shows how influencer marketing and online reviews influence purchase decisions on TikTok, highlighting brand image as a key mediator.
Key Points
Influencer marketing and online customer reviews positively influence purchase decisions, while brand image plays a mediating role.
The study's analysis involved 126 active TikTok Shop users in Greater Jakarta, exploring brand image's impact on buying choices.
Data was analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM), revealing significant relationships among variables.
Marketing strategies incorporating influencers and customer reviews enhance brand image formation and subsequent purchase decisions.