THE INFLUENCE OF PROMOTIONAL VIDEO QUALITY, INFLUENCER CREDIBILITY, AND GIVEAWAY PROGRAMS ON PURCHASING DECISIONS OF FASHION PRODUCTS ON TIKTOK

Marcell Jonathane Halim; Enjelina Sihombing; Isna Asdiani Nasution; Melisa Zuriani Hasibuan

doi:10.31539/2tkj1469

Authors

Marcell Jonathane Halim Universitas Prima Indonesia
Enjelina Sihombing Universitas Prima Indonesia
Isna Asdiani Nasution Universitas Prima Indonesia
Melisa Zuriani Hasibuan Universitas Muslim Nusantara Alwasliyah

DOI:

https://doi.org/10.31539/2tkj1469

Keywords:

Promotional Video Quality, Influencer Credibility, Giveaway Program, Purchasing Decision, Tiktok.

Abstract

TikTok platform, which is widely utilized by businesses to promote fashion products. This study aims to analyze the influence of promotional video quality, influencer credibility, and giveaway programs on purchasing decisions for fashion products on TikTok. The research employs a quantitative approach with a sample of 96 respondents selected using purposive sampling techniques. Data were collected through an online questionnaire using Google Forms and analyzed using SPSS software. The results of the study indicate that the quality of promotional videos has a positive and significant effect on purchasing decisions. Influencer credibility is also proven to have a positive and significant influence on purchasing decisions for fashion products. In addition, giveaway programs have a positive and significant effect in encouraging purchasing decisions. Simultaneously, the three independent variables—promotional video quality, influencer credibility, and giveaway programs—have a significant impact on purchasing decisions for fashion products on TikTok. Based on these findings, it can be concluded that marketing strategies on TikTok should pay attention to the quality of video content, the selection of credible influencers, and the design of attractive giveaway programs in order to increase consumer purchasing decisions. This study is expected to serve as a reference for business actors in designing more effective digital marketing strategies, as well as a basis for future research.

References

Adhidarma, K. G., & Kiky, A. (2025). Pengaruh Kredibilitas Influencer, Kualitas Konten, Dan Engagement Terhadap Keputusan Pembelian Pada Merek Somethinc. Jurnal Nusa Manajemen, 2(3), 651–678. https://doi.org/10.62237/jnm.v2i3.340

Adolph, R. (2016). Tinjauan Pustaka, Hipotesis, dan Kerangka Konsep. 1–23.

Aimana, M. T., & Fahrullah, A. (2022). Analisis Fiqh Muamalah Terhadap Praktik Giveaway Bersyarat di Akun Instagram @Giveaway.Oyi. Jurnal Ekonomika Dan Bisnis Islam, 5(1), 172–181. https://doi.org/10.26740/jekobi.v5n1.p172-181

Amanda, D., & Putri, S. (2025). Della Amanda dkk (2025). 3(3), 341–354.

Christy, S. A., & Hernawan, E. (2023). Pengaruh Kualitas Produk, Peran Influencer, Dan Fitur Live Streaming Sebagai Digital Marketing Terhadap Keputusan Pembelian Produk Fashion Melalui Aplikasi Tiktok. Prosiding: Ekonomi Dan Bisnis, 3(1), 4.

Citrawati, F. D., Yulianto, M. R., Febriansah, R. E., & Indayani, L. (2024). Pengaruh Video Marketing, Harga dan Kualitas Produk Terhadap Minat Beli Pengguna Marketplace Shopee. Ekonomis: Journal of Economics and Business, 8(2), 1226. https://doi.org/10.33087/ekonomis.v8i2.1718

Dian Cahyadi & Tangsi. (n.d.). Hariyanti, W. (2018). Kredibilitas Influencer E-Commerce. 6–19.

IPB University. (2023). Tabel R-Hitung. Perpustakaan IPB University, 55–71.

Jati, W., & Yuliansyah, H. (2017). PENGARUH STRATEGI PEMASARAN ONLINE (ONLINE MARKETING STRATEGY) TERHADAP MINAT BELI KONSUMEN (Studi Kasus Pada Toko Online Shop Azzam Store). 1(1), 2598–2823.

Kredibilitas, P., & Terhadap, I. (n.d.). Keywords: Influencer Credibility, Online Purchase Intention, Somethinc. 10(2).

Kusumaningrat, C. I. M. (2018). Pengaruh Desain Produk Terhadap Keputusan Pembelian Konsumen. Jurnal Ilmu Sosial Dan Ilmu Politik, 2(1), 35–51. http://repository.unpas.ac.id/28824/

Mahardini, S., Singal, V. G., & Hidayat, M. (2022). Pengaruh Content Marketing Dan Influencer Marketing Terhadap Keputusan Pembelian Pada Pengguna Aplikasi Tik-Tok Di Wilayah Dki Jakarta. Ikraith-Ekonomika, 6(1), 180–187. https://doi.org/10.37817/ikraith-ekonomika.v6i1.2480

Nanda Silvia Galingging, April Laksana, Miftahus Sa’adah, & Eva Nurhaliza. (2024). Peran Konten Marketing dalam Kualitas Produk di Aplikasi TikTok. Konstitusi : Jurnal Hukum, Administrasi Publik, Dan Ilmu Komunikasi, 2(1), 116–123. https://doi.org/10.62383/konstitusi.v2i1.359

One, R., Oktavia, M., Prasasty, A. T., Isroyati, Usmadi, IPB University, Junaidi, Himmah, E. F., Yusup, F., Studi, P., Biologi, T., Islam, U., Antasari, N., Magdalena, R., Angela Krisanti, M., Anggraini, F. D. P., Aprianti, A., Setyawati, V. A. V., & Hartanto, A. A. (2019). Tabel r (Koefisien Korelasi Sederhana) df = 1-200. Simposium Nasional Ilmiah Dengan Tema: (Peningkatan Kualitas Publikasi Ilmiah Melalui Hasil Riset Dan Pengabdian Kepada Masyarakat), 7(1), 6491–6504. https://www.slideshare.net/hendrayudha9028/19-tabelnilaikritisrpearson%0Ahttps://repository.ipb.ac.id/jspui/bitstream/123456789/106605/5/Lampiran.pdf%0Ahttp://ebook.repo.mercubuana-yogya.ac.id/Kuliah/materi_20151_doc/e-learning uji beda rata-rata 1.pdf

Prasetyo, S. D. K., & Sobari, N. (2024). Checkout or Scroll Down? Investigating TikTok’ Influencer Credibility Effects on Followers’ Purchase Intentions. Jurnal Manajemen Teori Dan Terapan| Journal of Theory and Applied Management, 17(3), 454–471. https://doi.org/10.20473/jmtt.v17i3.58532

Reni, R. 2022. (2022). Bab ii kajian pustaka bab ii kajian pustaka 2.1. Bab Ii Kajian Pustaka 2.1, 12(2004), 6–25.

Silmi. (2020). Metode Penelitian. Bab III Metoda Penelitian, Bab iii me, 1–9.

Widya Asvita Putri Nst, Pristiyono, & Daslan Simanjuntak. (2023). Implementasi Praktik Promosi Diskon dan Giveaway Media Sosial Dalam Menarik Minat Beli Konsumen. Journal of Trends Economics and Accounting Research, 3(4), 484–491. https://doi.org/10.47065/jtear.v3i4.615

Yosa, Y. (2023). Analisis Pengaruh Strategi Pemasaran Online terhadap Keputusan Pembelian Konsumen. Syntax Literate ; Jurnal Ilmiah Indonesia, 8(12), 6679–6686. https://doi.org/10.36418/syntax-literate.v8i12.14161

Yuniato, J. (2010). Titik Persentase Distribusi t. Http://Junaidichaniago.Wordpress.Com, 1–5.