The Influence of Advertising in Tiktok Social Media and Beauty Product Image on Consumer Purchase Decisions

Abstract

The use of TikTok's social media, which is increasingly popular with young people, has made marketers interested in advertising to market beauty products. However, the problem is that it is not easy to attract the attention of the audience to focus on one product on TikTok social media, adding that a less positive image of beauty products can result in the audience not making purchase decisions. The research objective was to determine the effect of advertisements on TikTok social media and the image of beauty products on consumer purchasing decisions. This research uses SOR theory, associative memory model, reasoned action theory, and AISAS model. The research methodology uses a quantitative approach and survey methods. The research sample was 96 people. Research data through questionnaires. The method of quantitative data analysis uses the multiple linear regression method. The results showed that advertising on TikTok social media and the image of beauty products together have a significant effect on consumer purchasing decisions. Product image provides the strongest influence on consumer purchasing decisions.