Pengaruh Influencer Review Pada Media Sosial Tiktok Terhadap Minat Beli Produk Fashion Mahasiswa Pendidikan Ekonomi UNS Angkatan 2018-2020

Suha Muflihatun Naziih, Khersna Bayu Sangka, Dini Octoria

Abstract

This study aims to determine the effect of variable influencer review on TikTok social media, towards the variable of buying interest in fashion products of Economic Education students UNS 2018-2020. The research method used in this study is quantitative with data collection techniques using questionnaires. The population in this study were 250 students. The sampling technique used is proportionate stratified random sampling with a sample of 154 students. The data were analyzed descriptively and tested using classical assumptions and then analyzed using simple linear regression and the coefficient of determination. The results of the study show that there is a positive and significant influence of influencer reviews on TikTok social media on the interest in buying fashion products of Economic Education students UNS 2018-2020.

Keywords

influencer review; buying interest; fashion; TikTok

References

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DOI: https://doi.org/10.20961/bise.v7i2.72996

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