PENGARUH FOR YOU PAGE TIKTOK DAN VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI KOTA MAKASSAR

Suci Indah Takbir. 2022. The Effect of For You Page TikTok and Viral Marketingon Customer Purchase Decisions in Makassar City, supervised by Yuswari Nur and Faisal Rizal Zainal.
This study aims to determine the effect of For You Page TikTok and Viral marketing partially and simultaneously on customer purchasing decisions in Makassar City. The variables used in this research are For You Page TikTok, viral marketing and purchasing decisions. The population in this study is the community of TikTok social media users in
Makassar City.
The method used in determining the sample is the purposive sampling method with a total sample of 97 obtained through the calculation of the unknown population formula. This study uses data analysis validity test, reliability test, descriptive statistics, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression, simultaneous test, partial test and analysis of the coefficient of determination. The results of this study indicate that the For You Page TikTok and viral marketing
variables have a positive and partially significant effect on customer purchasing decisions, the For You Page TikTok and viral marketing variables have a simultaneous positive effect on customer purchasing decisions, the For You Page TikTok variable is the most dominant influence on customer purchasing decisions.